A Japanese magazine focused on U.S. beef and pork, Be&Po, recently revealed a new digital version to serve more than 20,000 readers.
The magazine was first introduced in 2003 with funding from the beef checkoff program, pork checkoff and USDA's Market Access Program. Targeted at homemakers, it offers feature articles on nutrition, product safety, American food cultures and trends, along with messages from American producers.
The checkoff says the magazine also has helped spread awareness of U.S. beef and pork to a diverse group of readers. Through Be&Po, the U.S. Meat Export Federation has introduced more than 1,600 recipes using American beef and pork products developed by cooking instructors, chefs and nutritionists. Many of these professionals subsequently began using American beef and pork at their cooking schools and restaurants.
The recent move to digital was intended to both modernize the publication and improve production costs.