DENVER – Approximately one year ago, the US Meat Export Federation launched a marketing campaign in South Korea to rebuild consumer confidence in US beef. Through the support of the Beef Checkoff Program and the USDA Market Access Program (MAP), the “To Trust” campaign helped dispel much of the misinformation that had been spread about US beef and provided consumers with assurance of the US industry’s commitment to beef safety, USMEF said.

This year’s exports of US beef to South Korea have more than doubled over 2009, rising 125% in volume (through October, more than 90,000 metric tons) and 168% in value ($422.3 million). But Greg Hanes, USMEF assistant vice president for international marketing, explained the campaign has now moved into a different phase in which the advertising message can convey the quality and enjoyment US beef delivers, instead of focusing exclusively on safety.