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    Beef Checkoff Helping Out In Japan

    'Trust' is a multi-meat campaign to help feed consumers in Japan

    Among Checkoff-funded promotion efforts worldwide is the "Trust" campaign in Japan. Since the devastating earthquake and tsunamis there, a multi-meat campaign has been organized to help feed consumers in Japan who were injured, misplaced and left hungry and homeless by the devastation.

    The Pork Board has already contributed to the effort through its Checkoff, and the U.S. Meat Export recently approached the Beef Checkoff Program to join in the effort.

    At the Beef Promotion Operating Committee meeting March 24, Beef Board chairman Tom Jones, who also chairs the operating committee, and Federation chairman David Dick brought a motion before the operating committee to ask the U.S. Meat Export Federation (USMEF), contractor to the Beef Checkoff Program, to present an amendment to their checkoff authorization for fiscal year 2011 to include a $100,000 contribution from the Beef Board's program budget. Dick said the Federation would also contribute a matching $100,000 from its budget, for a total of $200,000 in beef checkoff support.

    With unanimous committee support for that motion, USMEF returned with a proposed amendment for consideration regarding the CBB contribution. This week, the operating committee approved that amended funding proposal.

    The funding for the CBB portion will come from funds released from fiscal year 2010 projects completed under-budget. USDA representative Craig Shackelford assured the measure would is in line with the Beef Act and Order, as long as it remains tied to the existing approved promotion program in Japan.

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