The beef checkoff partnered with the U.S. Meat Export Federation (USMEF), a Korean retailer, and Korean beef importers to fund a “Rocky Mountain Steak” campaign with E-mart, Korea’s largest retail chain, which triggered an 83-percent increase in U.S. beef sales at the chain! Such events are part of a strategy to capitalize on U.S. beef’s success in the restaurant sector by focusing on increasing retail sales, as well. The “To Trust” campaign focuses on the positive of attributes of U.S. beef through “World Class Beef” messaging that highlights the safety and quality of U.S. beef, especially to younger consumers/families. Get the details at Rocky Mountain Steak.
The Texas Beef Council (TBC) conducts the $1 per head national checkoff program for Texas beef producers and is also the contractor for the Beef Promotion Research Council of Texas (BPRCT), which administers the $1 per head Texas state checkoff program. TBC’s mission is to increase beef demand in the state through programs of beef promotion, research and education. TBC also helps fund national and international beef checkoff programs to increase marketing opportunities around the globe. The BPRCT’s mission is to improve Texas producer profitability by strengthening and expanding beef demand. The TBC and the BPRCT are directed by a 20-member board of cattlemen and women representing the state’s beef producers. For more information on this and other checkoff-funded programs, please visit www.TexasBeef.org or call (800) 846.4113.