U.S. Beef Holds Up to Preference Test in Japan

When given the choice of American, Japanese and Australian beef, consumers at a Tokyo beef event chose the U.S. variety, according to the U.S. Meat Export Federation (USMEF).

The event was held at Shinjuku station, the busiest train station in the world, to spread the message “Beef Itself Is Safe” to consumers. USMEF was there to emphasize its “We Care” campaign, designed to regain consumer trust and build a positive image of U.S. beef.

The Metropolitan Meat Trade Association, which represents about 1,500 Tokyo butcher shops, sponsored the event, which featured 500 free samples of beef each from the United States, Japan and Australia.

U.S. beef was the first to “sell out” and its booth attracted the most consumer attention. “U.S. beef is very delicious and I am happy U.S. beef is back,” one consumer said.

The event was covered by all key Japanese television news outlets as reporters interviewed consumers at the event. “It was interesting to note that although the event was sponsored by Japanese meat groups and attended by Australia, almost all of the coverage focused on U.S. beef and the reporting was very favorable,” USMEF Japan Director Greg Hanes said.

TV-Asahi, usually reporting how Japanese consumers will not eat U.S. beef, reported that American beef was the most popular.

As consumer response and media reports turn favorable, more and more U.S. beef is making its way through customs checks without incident and finding its way to store shelves or yakiniku restaurants before being quickly snapped up by Japanese consumers.

‘We Care’ Events Continue

At the Tokyo event, USMEF distributed more than 1,500 fans and balloons featuring the “We Care” logo. USMEF continued its “We Care” campaign with a beef caravan visiting several Japanese cities to conduct seminars, strengthening buyers understanding of the positive aspects of using U.S. beef.

For consumers, “We Care” barbecues are being held to provide opportunities for families to taste U.S. beef again. USMEF will provide food, drinks and entertainment to consumers in the local areas to build goodwill at a grassroots level, encouraging families to enjoy U.S. beef.

USMEF held a reception Sept. 19 at the premier Hotel Okura for trade members and key influencers to thank them for their loyalty to U.S. beef.