The beef checkoff funded a “2009 Hottest Little U.S. Cowboy Competition” that promoted U.S. beef and taught some young Taiwanese “cowboys” and “cowgirls” about the importance of beef in a balanced diet. The contest was a big hit with the little ones, who really threw themselves into their cowboy roles.

Twenty contest winners and more than 120 family members took part in the award ceremony at the Agora Garden Hotel in Taipei. Winners received great prizes, as well as the chance to be featured in USMEF’s 2010 table calendars.

Taiwan was the sixth-largest value market for U.S. beef last year, totaling nearly $128 million despite the exclusion of bone-in cuts and variety meat.