Nearly 13,000 Japanese 7-Eleven convenience stores are participating in a new U.S. beef promotion that prominently features the “We Care” logo identifying the product as American beef. This is the first time a Japanese convenience store chain has agreed to promote U.S. beef by displaying the We Care logo. U.S. participation in the promotion – through the U.S. Meat Export Federation, a contractor of the beef checkoff – is being funded through the Beef Checkoff Program and USDA Market Access Program (MAP) funds. The chain expects to sell 30 million of the featured beef Bento boxes per year. For more, visit U.S. Beef In Japan.