Rocky Mountain Steak

The checkoff partnered with USDA, a Korean retailer, and Korean beef importers to fund a “Rocky Mountain Steak” campaign with E-mart, Korea’s largest retail chain, that triggered an 83-percent increase in U.S. beef sales at the chain! Such events are part of a strategy to capitalize on U.S. beef’s success in the restaurant sector by focusing on increasing retail sales, as well. The “To Trust” campaign focuses on the positive of attributes of U.S. beef through “World Class Beef” messaging that highlights the safety and quality of U.S. beef, especially to younger consumers/families.

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