Chefs in Vietnam

The checkoff helped fund a U.S. beef presence at trade shows in Vietnam and Indonesia, featuring U.S. beef in an array of creative dishes. Chefs in Vietnam got hands-on experience with U.S. beef in a world-class cooking competition with the U.S. strip loin. Meanwhile, at Food & Hotel Indonesia, the checkoff helped feature U.S. beef to a record 24,000 visitors from Indonesia and neighboring countries. Vietnam is one of the largest destinations in the ASEAN region for U.S. beef, and while exports to Indonesia have been hampered recently by restrictive quotas, the trade show there provided an excellent opportunity for U.S. representatives to illustrate the benefits of U.S. beef and the effects of the quotas on getting U.S. to Indonesian consumers.

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The beef checkoff increases beef demand through promotion, research and new product development, and a variety of other marketing tools.