Due in part to proactive beef checkoff efforts, Asian markets such as Hong Kong, Singapore and Viet Nam have resumed U.S. beef imports. Trade officials believe South Korea may begin importing boneless beef from U.S. cattle this summer. A former exporter to 133 foreign countries, the United States lost 72 world markets to the BSE ban in 2003.  However, as restrictions lift, U.S. producers are growing more optimistic about beef’s return to the international dinner table, according to Myron Williams, a South Dakota producer and former chairman of the Federation of State Beef Councils.

Cut 1:         :14         Outcue: “….every time we add one, it’s optimism to the market.”

Just over six-hundred-ninety-six-thousand additional checkoff dollars are being used this year to fund Asian market “re-launch” efforts, such as retail promotions, to keep U.S. beef top of mind as more global markets re-open. But the beef industry isn’t banking on exports alone. Checkoff dollars are also going to fund national advertising efforts to boost U.S. beef sales this summer and fall.      

Cut 2:         :23         Outcue: “…extending the ad campaign will do that.” 

Despite industry challenges — evolving global markets — particularly in the Pacific Rim countries, present a world of new possibilities for the U.S. beef industry, Williams said.   

Cut 3:         :12         Outcue: “…get on to good times.”