Tailgating with Beef
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A total of 172 grocery and supermarkets participated in the checkoff’s 2013 Northeast fall tailgating promotion, which encouraged consumers to make beef the most valuable protein for their indoor and outdoor fall sports gatherings. The promotion used point-of-sale materials including beef recipe booklets and on-pack labels, and a microsite at www.TailgateWithBeef.com, to engage with tailgate fans. Visitation to the site – which directed consumers to extensive information about beef, more checkoff-tested recipes, and a sweepstakes entry – increased 51 percent compared to the 2012 traffic, and sweepstakes entries jumped 70 percent!
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.