The American GrillMaster Experience Fires Up The Grill In 2012

NASHVILLE, Tenn. — In just a few short weeks there will be smoke in the air – the kind of smoke that gets your mouth watering. So if you're ready to become king (or queen) of the grill, dust off that spatula and apron and don't miss your chance to learn from the pros. Grilling season is almost here, and the American GrillMaster Experience has hit the road again in 2012 to teach people the true art of grill mastery.

Trybe Targeting, in conjunction with the Beef Checkoff Program, McCormick, Bull Outdoor Products and Heinz, is bringing back the American GrillMaster Experience to Sam's Club locations across the country, where everyone can learn how to become masters of the backyard grill.

Through its demonstrations and instruction, the American GrillMaster Experience will teach attendees how to properly prepare beef for grilling and sample tender beef cuts that feature McCormick seasonings, the official spice and rub of the American GrillMaster Experience, and Heinz as the official sauce of the tour.

Working behind a Bull Outdoor Brahma Grill, a professional grill master will cook up tasty recipes like a Cumin-Rubbed Steak with Avocado Salsa Verde with McCormick GrillMates Montreal Steak seasoning or the fabulous Santa Fe Grilled Beef Steak recipe with a Heinz 57 chili glaze and sauce. In addition to learning how to cook these recipes, attendees will taste the food and experience true grill mastery with their mouths.

Attendees of the American GrillMaster Experience are also invited to enter into the American GrillMaster Experience Giveaway contest where one lucky entrant will take home a Bull Outdoor Steer Cart and a gift basket filled to the brim with McCormick GrillMates spices and seasonings and assorted beef products.

The Sam's Club Fan Zone is an interactive, educational and entertainment experience and is part of the Sam's Club National BBQ Tour. The American GrillMaster Experience will be featured at 30 events across 28 states, from March 3 to Nov. 4. Twenty-seven of the tour's stops will take place in the Sam's Club Fan Zone at Sam's Club locations throughout the nation.

Sanctioned by the Kansas City Barbeque Society, the Sam's Club National BBQ Tour is the largest and richest competition series in history. With $500,000 up for grabs, the tour features 25 local qualifying events, five regional events and a national championship in Bentonville, Ark. on Oct. 13.

In addition to the Sam's Club National BBQ Tour, the American GrillMaster Experience will also travel to the Academy of Country Music BBQ Throwdown in Las Vegas, Nev., the Jack Daniel's World Championship Invitational in Lynchburg, Tenn., and the World Food Championships in Las Vegas, Nev.

The American GrillMaster Experience features beef as its official protein and aims to educate consumers about proper food safety, preparation and grilling and will feature tips and techniques from professional grill masters.

For more information on the American GrillMaster Experience, please visit www.grillmastertour.com .

About The Beef Checkoff Program

The national Beef Checkoff is a producer-funded marketing and research program designed to increase demand for beef. This is accomplished through consumer education, promotion, research, new product development, and a variety of other marketing tools. The Checkoff is proud to provide important information to consumers on beef preparation techniques and safe handling instructions, as well as a library of recipes featuring a wide variety of cuts. Visit us at: www.BeefItsWhatsForDinner.com .

About McCormick

McCormick & Company, Incorporated is a global leader in flavor. With more than $3 billion in annual sales, the Company manufactures, markets and distributes spices, seasoning mixes, condiments and other flavorful products to the entire food industry–retail outlets, food manufacturers and foodservice businesses. Every day, no matter where or what you eat, you can enjoy food flavored by McCormick. McCormick brings passion to flavor.(TM) Visit mccormick.com, mccormickcorporation.com and Facebook.com/McCormickSpice for more information.

About Bull Outdoor

Bull Outdoor Products Inc. started in the Barbecue Island business over 15 years ago. Since that time, Bull Outdoor Products Inc. has reached widespread prominence in the grilling industry. It has over 900 dealers and distributors throughout the United States and Canada.

About Heinz

H.J. Heinz Company, offering "Good Food Every Day"(TM) is one of the world's leading marketers and producers of healthy, convenient and affordable foods specializing in ketchup, sauces, meals, soups, snacks and infant nutrition. Heinz provides superior quality, taste and nutrition for all eating occasions whether in the home, restaurants, the office or "on-the-go." Heinz is famous for its iconic brands on six continents, showcased by Heinz(R) Ketchup, The World's Favorite Ketchup(R).

About Trybe Targeting

Trybe Targeting was launched in 2009 as the food and enthusiast marketing division of MMA Creative Inc., a 21-year-old marketing and advertising agency with offices in Nashville, Memphis, Cookeville, Tenn. and Orlando, Fla. Trybe Targeting is the agency of record to the Kansas City Barbeque Society, International Chili Society, World's Championship Chili Cookoff and the American Cornhole Organization. Trybe Targeting also helped develop the 2011 Inaugural Sam's Club National BBQ Tour, the richest competition series in barbeque history.

Source: Trybe Targeting