Storytelling on Facebook
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The checkoff’s successful “Beef. It’s What’s For Dinner.” Facebook page is working to enhance, encourage and elevate consumers’ passion for beef through an exciting new visual and “storytelling” approach. This refreshed focus aims to help consumers enjoy beef year-round by providing the checkoff’s delicious and nutritious beef recipes, tips/techniques, family mealtime ideas and holiday food inspiration and keeping beef top-of-mind for consumers online 24 hours a day, 365 days a year. The page has 814,633 total likes, or fans.
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.