The Cattlemen’s Beef Board is intensifying its efforts to boost the industry’s bottom line by expanding international markets and investing in urban education. 

Through partnerships with the U.S. Meat Export Federation, the Beef Checkoff is successfully marketing "the whole animal" by identifying international culinary needs that differ from domestic trends. A recent $7.9 million investment has allowed USMEF to promote products like tripe and tongue in Mexico, and a nutrient-dense "liver burger" in Peru to combat iron deficiency.

"Across the world, there are some of the parts of a beef animal that we don't eat as much in the U.S.," says Cheryl DeVuyst, Vice Chair of the Cattlemen's Beef Board. "It is helping with the health and nutrition of the people in Peru, but then it's increasing the bottom line for our producers because that's selling product that we don't really eat as much of here."