Checkoff investments have been helping the U.S. Meat Export Federation (USMEF) promote U.S. beef with South Korean butcher shops and neighborhood restaurants since early September. Meanwhile, South Korea's three major discount retailers – E-Mart, Home Plus and Lotte Mart – resumed sales of U.S. beef on Thanksgiving Day in Seoul, giving an enormous boost to U.S. beef throughout that country. Company representatives say sales of U.S. beef provide value and convenience, and help stabilize consumer prices. USMEF is providing promotional support to all the chains and believes initial sales at these three major retailers will prompt sales at other retail outlets.