Japan                                    ...

Japan                                                                                            

Seng Invited To Address Foreign Correspondents’ Club Of Japan

USMEF President & CEO Philip Seng addressed the Foreign Correspondents’ Club of Japan today (Dec. 22) on the post-resumption Japanese beef market, USMEF and industry plans for 2006 and predictions for U.S. beef exports. Seng was invited to speak by the club, and his speech was covered by key Japanese television stations and reporters from both Japanese and international press organizations such as Kyodo News, Reuters, the New York Times and Singapore International TV.

After making the point that Japan’s ban on U.S. beef had cost the Japanese industry $7 billion and the U.S. beef industry $5 billion, Seng reiterated the commitment of the U.S. industry to the Japanese market.

Seng predicted that the U.S. would export 100,000 metric tons (mt) to Japan in 2006, less than a third of the 2003 figure (375,455 mt, including beef variety meat), and said it would take at least three years for U.S. beef exports to Japan to recover fully. He pointed out that “Japanese high-quality beef is protected from competition with U.S. beef since imports are restricted to beef from animals of 20 months of age or younger.”

Seng outlined the activities planned by USMEF to restore consumer confidence in Japan. He said USMEF would work closely with its partners in the Japanese trade and the media and would conduct promotions and produce point-of-sale materials, guidebooks and videos reinforcing the fact that there is no safer beef than U.S. beef. USMEF would also seek endorsements from trusted names in Japan to carry the message forward through endorsement advertising.

After Seng’s speech, the reporters in attendance ate U.S. roast beef and steaks flown in from Denver. One commented, “Now the beef is back!”

Japan                                                                                            

Seng Invited To Address Foreign Correspondents’ Club Of Japan

USMEF President & CEO Philip Seng addressed the Foreign Correspondents’ Club of Japan today (Dec. 22) on the post-resumption Japanese beef market, USMEF and industry plans for 2006 and predictions for U.S. beef exports. Seng was invited to speak by the club, and his speech was covered by key Japanese television stations and reporters from both Japanese and international press organizations such as Kyodo News, Reuters, the New York Times and Singapore International TV.

After making the point that Japan’s ban on U.S. beef had cost the Japanese industry $7 billion and the U.S. beef industry $5 billion, Seng reiterated the commitment of the U.S. industry to the Japanese market.

Seng predicted that the U.S. would export 100,000 metric tons (mt) to Japan in 2006, less than a third of the 2003 figure (375,455 mt, including beef variety meat), and said it would take at least three years for U.S. beef exports to Japan to recover fully. He pointed out that “Japanese high-quality beef is protected from competition with U.S. beef since imports are restricted to beef from animals of 20 months of age or younger.”

Seng outlined the activities planned by USMEF to restore consumer confidence in Japan. He said USMEF would work closely with its partners in the Japanese trade and the media and would conduct promotions and produce point-of-sale materials, guidebooks and videos reinforcing the fact that there is no safer beef than U.S. beef. USMEF would also seek endorsements from trusted names in Japan to carry the message forward through endorsement advertising.

After Seng’s speech, the reporters in attendance ate U.S. roast beef and steaks flown in from Denver. One commented, “Now the beef is back!”