7-Eleven Holds U.S. Beef Promotion in Japan
WASHINGTON - Nearly 13,000 Japanese 7-Eleven convenience stores are participating in a new U.S. beef promotion this month that prominently features the U.S. Meat Export Federation (USMEF) “We Care” logo identifying the product as American beef.
The U.S. Meat Export Federation (USMEF) said this marks the first time a Japanese convenience store chain has agreed to participate in the campaign, which is funded through the Beef Checkoff Program and the U.S. Department of Agriculture’s (USDA) Market Access Program.
The 7-Eleven chain estimates it will sell an annual 30 million Bento boxes – takeaway lunches featuring U.S. beef -- and is buying beef short plates from U.S. suppliers to support the "Sumibiyaki Gyu Karubi Bento" promotion.
"This is a great opportunity for us to get the 'We Care' message to consumers," said Takemichi Yamashoji, senior marketing director for USMEF-Japan. "There are more than 12 million consumers in Tokyo alone, and convenience stores are a very popular place to purchase fresh and affordable bento lunch boxes. These bento boxes will have stickers identifying the beef as high-quality, U.S. beef."
Convenience stores in Japan carry larger selections of perishable foods than those in the United States.