Social Media in Korea
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Thousands of Koreans are getting an up-close introduction to U.S. beef through the eyes of a group of South Korean consumer bloggers. The features are the result of three recent small-scale cooking events with a broad audience of targeted consumers. Developed with funding from the Beef Checkoff Program and the United Soybean Board, the combination of active blogger participation and sponsorship by a popular food-related website in Korea helped the events achieve extensive visibility, including the 1 million members of a shopping club.
The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.