Japan's supermarkets targeted in US marketing push

USMEF is keen to strengthen US red meat sales in regional Japanese markets

The US Meat Export Federation (USMEF) is partnering with supermarket chains and event organisers in Japan’s regions to strengthen already high US red meat sales by localising marketing, public relations and consumer interaction campaigns. 

In April, USMEF representatives offered tasting samples of thick-cut pork and beef at a supermarket trade show in Chiba Prefecture, near Tokyo. Hoping to get a greater share of Japan’s large barbecue market during the upcoming summer season, the USMEF event built on steps taken in 2016 to increase demand for thick-cut items in Japanese supermarkets. Most pork and beef sold in Japan is cut thinly, leaving customers inexperienced in preparing dishes using thick cuts.

Event attendees were shown how to cut and cook thick-cut meat, while a new sticker on supermarkets’ thick-cut meat packs is designed to direct consumers to a website for cooking tips. Items to be affected include pork loins, cellar trimmed (CT) butts, bellies and tenderloins.

‘Communicating with consumers’

In Hiroshima Prefecture, western Honshu, USMEF has teamed up with Spark, a leading regional supermarket chain, in a campaign to promote the nutritional value of US pork and beef. Some 2,500 samples were distributed through funding from the US Department of Agriculture (USDA) Market Access Programme as well as the Pork and Beef Checkoff Programs.

Japanese consumers are eating more beef and pork than ever before and we anticipate further increases in the future,” Hiroshi Kuwabara, PR representative of Spark, told GlobalMeatNews. “This event was our first aimed at communicating with consumers and not offering items for sale, leaving our customers with no pressure to buy.

Under the banner ‘Fureai Kenko’ (communication and health in Japanese), USMEF representatives have promoted healthy and innovative ways to cook US pork and beef products stocked by Spark, working in in-store booths.

‘Important’ strategy
It was a chance for our customers to learn how to cook or season meat products that were new to them,” said Kuwabara, adding that Spark hopes to repeat the event partnership with USMEF next year.

USMEF Japan director Takemichi Yamashoji said: “Strengthening US red meat sales in regional markets is one of the most important strategies in Japan, and USMEF continuously makes efforts in cooperation with influential industry players. Spark has carried US pork and beef products for a long time and we were more than eager to get involved in this event.

Meanwhile, in Hyogo Prefecture, near Kyoto, USMEF is collaborating with Miyako Hotels & Resorts. From May to September, the hotel’s beer garden will offer US beef cuts and pork belly at its BBQ events.

Related News

Dry-aged meat is becoming something of a specialty for Japanese diners

Japanese get a taste for dry-aged meat

Two Russian factories have been approved to export beef to Japan

Significant Russian beef exports to Japan imminent

US meat exports are rising in a number of markets, including Japan and Mexico

US red meat exports grow in May

Creekstone Farm exports Black Angus beef to Europe, South America and Asia

Premium meatpacker bought by Japanese trader

Tasters from the top cattle will determine a winner of the so-called Wagyu Olympics

Excitement builds for Japan's Wagyu Olympics

Japan's protectionist tariff hike on frozen beef has upset the US

Japanese frozen beef tariff rise causes US rift

Contract talks in 2014 and 2015 caused sever disruptions to US meat exports

Meat export crisis averted as dockworkers agree contract extension

For the second year in a row, fewer people are eating at home in Japan

Japan’s meat appetite breaks records

US wants to position its beef as a luxury product in Japan

US targets Japan's appetite for luxury beef

Securing strong market access to Japan and other Asian markets is a priority for the US pork and beef industries

Trump called to strike meat deal with Japan

A ham-ple supply: US hams are driving US pork exports in Mexico

US pork exports set volume record

US President Donald Trump will meet China's president Xi Jinping in April

Donald Trump and China: call to unlock beef market

As governor of Georgia, Sonny Perduegained experience of managing a big farm state

Perdue confirmed as US agriculture secretary

US red meat exports saw a strong January

US red meat exports see major growth

The US needs to 'aggressively expand' to defend its export gains, one expert said

Rising pork business boosts US exports

Related Products

See more related products

Submit a comment

Your comment has been saved

Post a comment

Please note that any information that you supply is protected by our Privacy and Cookie Policy. Access to all documents and request for further information are available to all users at no costs, In order to provide you with this free service, William Reed Business Media SAS does share your information with companies that have content on this site. When you access a document or request further information from this site, your information maybe shared with the owners of that document or information.