US Tripe in Peru
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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.
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.