Branded Products Promotion in Japan Builds on U.S. Pork’s Growing Momentum

Branded Products Promotion in Japan Builds on U.S. Pork’s Growing Momentum

As the U.S. pork industry has racked up 17 consecutive years of record exports, Japan has emerged as the pacesetting destination for U.S. pork. Even with explosive growth in 2008 pork exports to markets such as China, Russia and Vietnam, Japan’s $1.55 billion in U.S. pork and pork variety meat exports still represented more than twice the value of any other single country. In addition, Japan provides the pork industry with the highest per-ton premiums on its purchases of U.S. pork.

Branded pork typically commands a premium of 20 percent to 30 percent over commodity products, which is one of the reasons product branding is a growing trend in the pork industry. In the coming year, USMEF-Japan is planning promotional partnerships with several U.S. brands under its “Erabarete No.1” (Selected No. 1 by You) campaign, which was developed using financial support from the Pork Checkoff.

By linking the “Erabarete No. 1” message and logo to these high-image brands, USMEF aims to reinforce and further enhance the positive image of U.S. pork by growing its association with brands that are considered to be premium items in the Japanese market.

Japan is the No. 1 overseas market for U.S. pork with exports of nearly $1.55 billion last year

“This strategy is consistent with the strides USMEF has made in establishing U.S. pork as the daily pork of choice in Japan, rather than simply a ‘sale’ item,” said USMEF-Japan Director Gregory Hanes. “This is one of the reasons we are now the clear market-share leader in Japan in imported pork.”   

Set to begin in May, the promotional activities will utilize point-of-purchase posters, displays,   brochures and flyers highlighting the attributes of U.S. pork, as well as tasting demonstrations and sweepstakes campaigns held at retail locations.

“This campaign is a really great opportunity to build on the amazing momentum U.S. pork has established in Japan,” Hanes added. “It will provide visibility not only for these leading brands, but for a whole host of U.S. pork products.” 

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The U.S. Meat Export Federation (www.USMEF.org) is the trade association responsible for developing international markets for the U.S. red meat industry and is funded by USDA, exporting companies, and the beef, pork, corn and soybean checkoff programs.

Branded Products Promotion in Japan Builds on U.S. Pork’s Growing Momentum

As the U.S. pork industry has racked up 17 consecutive years of record exports, Japan has emerged as the pacesetting destination for U.S. pork. Even with explosive growth in 2008 pork exports to markets such as China, Russia and Vietnam, Japan’s $1.55 billion in U.S. pork and pork variety meat exports still represented more than twice the value of any other single country. In addition, Japan provides the pork industry with the highest per-ton premiums on its purchases of U.S. pork.

Branded pork typically commands a premium of 20 percent to 30 percent over commodity products, which is one of the reasons product branding is a growing trend in the pork industry. In the coming year, USMEF-Japan is planning promotional partnerships with several U.S. brands under its “Erabarete No.1” (Selected No. 1 by You) campaign, which was developed using financial support from the Pork Checkoff.

By linking the “Erabarete No. 1” message and logo to these high-image brands, USMEF aims to reinforce and further enhance the positive image of U.S. pork by growing its association with brands that are considered to be premium items in the Japanese market.

Japan is the No. 1 overseas market for U.S. pork with exports of nearly $1.55 billion last year

“This strategy is consistent with the strides USMEF has made in establishing U.S. pork as the daily pork of choice in Japan, rather than simply a ‘sale’ item,” said USMEF-Japan Director Gregory Hanes. “This is one of the reasons we are now the clear market-share leader in Japan in imported pork.”   

Set to begin in May, the promotional activities will utilize point-of-purchase posters, displays,   brochures and flyers highlighting the attributes of U.S. pork, as well as tasting demonstrations and sweepstakes campaigns held at retail locations.

“This campaign is a really great opportunity to build on the amazing momentum U.S. pork has established in Japan,” Hanes added. “It will provide visibility not only for these leading brands, but for a whole host of U.S. pork products.” 

# # #

The U.S. Meat Export Federation (www.USMEF.org) is the trade association responsible for developing international markets for the U.S. red meat industry and is funded by USDA, exporting companies, and the beef, pork, corn and soybean checkoff programs.