The Texas Beef Council (TBC), in partnership with the U.S. Meat Export Federation (USMEF), recently hosted a group of ten importers, buyers and chefs from the ASEAN region for a Texas beef industry tour. Participants traveled across the state and visited a ranch, feedyard, processing plant, retail outlets, and several foodservice establishments. The ASEAN region includes counties such as Singapore, Thailand, Vietnam and the Philippines. The Texas Beef Checkoff Program invests in programs throughout the year that are aimed at expanding market penetration, improving global consumer perceptions and building trust in U.S. beef.
The Texas Beef Council (TBC) conducts the $1 per head national checkoff program for Texas beef producers and is also the contractor for the Beef Promotion Research Council of Texas (BPRCT), which administers the $1 per head Texas state checkoff program. TBC’s mission is to increase beef demand in the state through programs of beef promotion, research and education. TBC also helps fund national and international beef checkoff programs to increase marketing opportunities around the globe. The BPRCT’s mission is to improve Texas producer profitability by strengthening and expanding beef demand. The TBC and the BPRCT are directed by a 20-member board of cattlemen and women representing the state’s beef producers. For more information on this and other checkoff-funded programs, please visit TexasBeefCheckoff.com or call 800- 846-4113.