‘Taste of America’
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In an effort to tap an important target audience of Japanese consumers, the checkoff helped extend the BE&Po Taste of America print magazine to a digital platform. The quarterly consumer magazine, operated by USMEF-Japan since March 2003, regales consumers in Japan with U.S. beef recipes, nutrition information, beef safety information, and trends in American dining. In recent years, the magazine’s readership has expanded to include more single men, particularly those who recognize that lean American beef is an important part of a healthy diet – and who increasingly get their information through online and social-media circles.
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.