Attendance Strong at U.S. Beef Seminar in Tokyo
Attendance Strong at U.S. Beef Seminar in Tokyo
Alternative cuts critical to U.S. efforts to reclaim market share
More than 300 manufacturers, distributors, and retail/foodservice buyers attended last week’s USMEF U.S. beef seminar at the Grand Prince Hotel Akasaka in Tokyo. USMEF economist Erin Daley addressed the audience on factors affecting global beef production.
Takemichi Yamashoji, senior marketing director for USMEF’s Japan operations, provided information on the improvement in consumer attitudes toward U.S. beef in Japan and the rapidly growing presence of U.S. beef in this market. Yamashoji also outlined USMEF’s successful efforts to market beef cuts that have been historically underutilized in Japan. He included several actual examples of leading Japanese companies that have successfully utilized these cuts, so the attendees could better grasp their true potential.
“The interest in this seminar was extremely high,” said USMEF Japan Director Greg Hanes. “This demonstrates the interest these key buyers have in using U.S. beef and learning more about the underutilized cuts we are promoting. In addition, middle meat items, which are not normally high-demand items in Japan, also were sampled, especially for the high-end hotels and restaurants that were in attendance. Our goal is to get as many cuts and as much value from each Japan- eligible carcass as possible.”
Seminar attendees enjoyed the information and the U.S. beef
Marketing alternative beef cuts is a particularly high priority for USMEF in Japan due to the 20-month cattle age limit Japan imposes on U.S. beef exports. Because this restriction creates difficulties in meeting the growing demand for U.S. beef in Japan, a concerted effort was needed to increase the yield of export-eligible beef from each head of cattle. Prior to December 2003, U.S. beef exports to Japan consisted primarily of 12 cuts, but along with several research and funding partners, USMEF devised an innovative strategy to develop 17 unique new beef cuts that can be utilized in Japanese cuisine.
The most recent beef export figures for Japan show excellent growth in the market. From January through July of 2008, U.S. beef and beef variety meat exports to Japan have increased by 70 percent in volume and 71 percent in value over the same period last year. The U.S. share of this beef export market was more than 50 percent before Japan closed to U.S. beef in December 2003.Though the United States still trails Australia in terms of beef supplied to Japan, its market share has rebounded to about 15 percent this year from less than 1 percent in 2005. Australia’s market share has fallen from 85 percent to about 72 percent over the same period.
Attendance Strong at U.S. Beef Seminar in Tokyo
Alternative cuts critical to U.S. efforts to reclaim market share
More than 300 manufacturers, distributors, and retail/foodservice buyers attended last week’s USMEF U.S. beef seminar at the Grand Prince Hotel Akasaka in Tokyo. USMEF economist Erin Daley addressed the audience on factors affecting global beef production.
Takemichi Yamashoji, senior marketing director for USMEF’s Japan operations, provided information on the improvement in consumer attitudes toward U.S. beef in Japan and the rapidly growing presence of U.S. beef in this market. Yamashoji also outlined USMEF’s successful efforts to market beef cuts that have been historically underutilized in Japan. He included several actual examples of leading Japanese companies that have successfully utilized these cuts, so the attendees could better grasp their true potential.
“The interest in this seminar was extremely high,” said USMEF Japan Director Greg Hanes. “This demonstrates the interest these key buyers have in using U.S. beef and learning more about the underutilized cuts we are promoting. In addition, middle meat items, which are not normally high-demand items in Japan, also were sampled, especially for the high-end hotels and restaurants that were in attendance. Our goal is to get as many cuts and as much value from each Japan- eligible carcass as possible.”
Seminar attendees enjoyed the information and the U.S. beef
Marketing alternative beef cuts is a particularly high priority for USMEF in Japan due to the 20-month cattle age limit Japan imposes on U.S. beef exports. Because this restriction creates difficulties in meeting the growing demand for U.S. beef in Japan, a concerted effort was needed to increase the yield of export-eligible beef from each head of cattle. Prior to December 2003, U.S. beef exports to Japan consisted primarily of 12 cuts, but along with several research and funding partners, USMEF devised an innovative strategy to develop 17 unique new beef cuts that can be utilized in Japanese cuisine.
The most recent beef export figures for Japan show excellent growth in the market. From January through July of 2008, U.S. beef and beef variety meat exports to Japan have increased by 70 percent in volume and 71 percent in value over the same period last year. The U.S. share of this beef export market was more than 50 percent before Japan closed to U.S. beef in December 2003.Though the United States still trails Australia in terms of beef supplied to Japan, its market share has rebounded to about 15 percent this year from less than 1 percent in 2005. Australia’s market share has fallen from 85 percent to about 72 percent over the same period.