US Tripe in Peru

Checkoff funding provided for rolling billboards advertising U.S. tripe along the streets of the Peruvian capital of Lima. Seven trucks belonging to leading Peruvian meat importer and processor, Halema, travel the busy streets wrapped with attractive advertising featuring mouthwatering photos of tripe “cau-cau,” and encouraging everyone from consumers to chefs to retailers to buy U.S. beef for those favorite Peruvian dishes.

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