Aussie Beef Industry Remains Aggressive in Japan
Aussie Beef Industry Remains Aggressive in Japan
The Australian beef industry (Meat & Livestock Australia – MLA) has launched a new marketing program in Japan, “Kyomo Tabeyo! Aussie Beef” (let’s eat Aussie beef today/as usual), in an effort to retain the market share it has gained since the discovery of BSE in 2003 began limiting U.S. beef access to that market.
Based on this theme, MLA created four catch phrases: “Let’s eat Smile,” “Let’s eat Safety,” “Let’s eat Health” and “Let’s eat Joy.” These catch phrases are printed on posters, flags, banners and recipe leaflet, which are offered to the promotion-participating supermarkets and restaurants in this high-demand winter season. MLA also will use these images for newspaper/magazine ads to increase the awareness of these new messages by Japanese consumers.
“It’s not unexpected that MLA would come out aggressively to protect its market share in Japan,” said Thad Lively, USMEF senior vice president of policy, planning and research. “Japan and South Korea are key markets for Aussie beef, and as U.S. beef continues to regain the confidence of consumers in these markets, it will increase the pressure on MLA.”
USMEF initiated its “We Care” marketing campaign in Japan when U.S. beef exports to Japan resumed in 2006. Surveys of Japanese consumers have shown that the campaign has had an impact. Between 2006 and 2008, the number of consumers who consider the U.S. beef safety system “very credible” or “somewhat credible” has more than tripled: from 7.7 percent in 2006 to 24.7 percent this year. At the same time, the number of consumers who consider the U.S. beef safety system “not very credible” or “not at all credible” has fallen by half from 72.5 percent to 36.6 percent.
Japan’s statistics for the first 10 months of 2008 show total beef imports down 3 percent to 390,108 metric tons (860 million pounds), with imports from Australia down 8.5 percent to 302,177 metric tons (666.2 million pounds) while imports from the United States are up 60 percent to 44,350 metric tons (97.8 million pounds). Imports from New Zealand are down 7 percent to 28,374 metric tons (62.6 million pounds).
The timing of the new Aussie campaign coincides with the return of U.S. beef to the meat cases of large retailers in neighboring South Korea. U.S. beef exports to South Korea have rebounded in recent months.
Korean media reported last week that since sales resumed recently at the “big box” discount stores, Lotte Mart had sold a total of 79 metric tons (174,163 pounds) of U.S. beef. During the same period, 29.5 tons (65,035 pounds) of Australian beef had been sold. Home Plus stores sold 119.9 tons (264,331 pounds) of U.S. beef for the week, 10 percent more than Australian beef. At another chain, E-mart, Australian beef was discounted and narrowly outsold U.S. beef. A total of 175 tons (385,805 pounds) of U.S. beef was sold at E-Mart for the week compared to 180 tons (396,828 pounds) of Australian beef.
The resumption of U.S. beef sales in Korea came as two major women’s magazines, Woman Chosun and Woman Sense, carried 33- and 12-page features, respectively, on U.S. beef, with unique recipes featuring the product along with safety information.
Where’s the Beef? At KFC-Korea
The BeefMaxx, a thick, 100 percent beef hamburger, is making its debut this week at KFC-Korea’s 140 outlets. A back-up plan in case another breakout of the bird-killing virus, avian influenza, leads to a major shortage in chicken supply, the BeefMaxx is being tested in Korea for a possible rollout to other KFC locations worldwide.
``We want to make preparations for chicken shortages and offer our customers a more diverse selection,' company spokeswoman Sue Kong told the Korea Times, which reported in its Dec. 17 edition that BeefMaxx is the global chicken giant's first attempt at introducing an all-beef hamburger.
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Aussie Beef Industry Remains Aggressive in Japan
The Australian beef industry (Meat & Livestock Australia – MLA) has launched a new marketing program in Japan, “Kyomo Tabeyo! Aussie Beef” (let’s eat Aussie beef today/as usual), in an effort to retain the market share it has gained since the discovery of BSE in 2003 began limiting U.S. beef access to that market.
Based on this theme, MLA created four catch phrases: “Let’s eat Smile,” “Let’s eat Safety,” “Let’s eat Health” and “Let’s eat Joy.” These catch phrases are printed on posters, flags, banners and recipe leaflet, which are offered to the promotion-participating supermarkets and restaurants in this high-demand winter season. MLA also will use these images for newspaper/magazine ads to increase the awareness of these new messages by Japanese consumers.
“It’s not unexpected that MLA would come out aggressively to protect its market share in Japan,” said Thad Lively, USMEF senior vice president of policy, planning and research. “Japan and South Korea are key markets for Aussie beef, and as U.S. beef continues to regain the confidence of consumers in these markets, it will increase the pressure on MLA.”
USMEF initiated its “We Care” marketing campaign in Japan when U.S. beef exports to Japan resumed in 2006. Surveys of Japanese consumers have shown that the campaign has had an impact. Between 2006 and 2008, the number of consumers who consider the U.S. beef safety system “very credible” or “somewhat credible” has more than tripled: from 7.7 percent in 2006 to 24.7 percent this year. At the same time, the number of consumers who consider the U.S. beef safety system “not very credible” or “not at all credible” has fallen by half from 72.5 percent to 36.6 percent.
Japan’s statistics for the first 10 months of 2008 show total beef imports down 3 percent to 390,108 metric tons (860 million pounds), with imports from Australia down 8.5 percent to 302,177 metric tons (666.2 million pounds) while imports from the United States are up 60 percent to 44,350 metric tons (97.8 million pounds). Imports from New Zealand are down 7 percent to 28,374 metric tons (62.6 million pounds).
The timing of the new Aussie campaign coincides with the return of U.S. beef to the meat cases of large retailers in neighboring South Korea. U.S. beef exports to South Korea have rebounded in recent months.
Korean media reported last week that since sales resumed recently at the “big box” discount stores, Lotte Mart had sold a total of 79 metric tons (174,163 pounds) of U.S. beef. During the same period, 29.5 tons (65,035 pounds) of Australian beef had been sold. Home Plus stores sold 119.9 tons (264,331 pounds) of U.S. beef for the week, 10 percent more than Australian beef. At another chain, E-mart, Australian beef was discounted and narrowly outsold U.S. beef. A total of 175 tons (385,805 pounds) of U.S. beef was sold at E-Mart for the week compared to 180 tons (396,828 pounds) of Australian beef.
The resumption of U.S. beef sales in Korea came as two major women’s magazines, Woman Chosun and Woman Sense, carried 33- and 12-page features, respectively, on U.S. beef, with unique recipes featuring the product along with safety information.
Where’s the Beef? At KFC-Korea
The BeefMaxx, a thick, 100 percent beef hamburger, is making its debut this week at KFC-Korea’s 140 outlets. A back-up plan in case another breakout of the bird-killing virus, avian influenza, leads to a major shortage in chicken supply, the BeefMaxx is being tested in Korea for a possible rollout to other KFC locations worldwide.
``We want to make preparations for chicken shortages and offer our customers a more diverse selection,' company spokeswoman Sue Kong told the Korea Times, which reported in its Dec. 17 edition that BeefMaxx is the global chicken giant's first attempt at introducing an all-beef hamburger.
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