Japan | Japanese Consumers Pick U.S. Beef Above The Rest | When given the ch...
Japan
Japanese Consumers Pick U.S. Beef Above The Rest
When given the choice of American, Japanese and Australian beef, consumers at a Tokyo beef event Sunday chose the U.S. variety.
The event was held at Shinjuku station, the busiest train station in the world, to spread the message “Beef Itself Is Safe” to consumers. USMEF was there to emphasize its “We Care” campaign, designed to regain consumer trust and build a positive image of U.S. beef.
The Metropolitan Meat Trade Association, which represents about 1,500 Tokyo butcher shops, sponsored the event, featuring 500 free beef samples each from the United States, Japan and Australia.
U.S. beef was the first to “sell out” and its booth attracted the most consumer attention. “U.S. beef is very delicious and I am happy U.S. beef is back,” one consumer said.
The event was covered by all key Japanese television news outlets as reporters interviewed consumers at the event. “It was interesting to note that although the event was sponsored by Japanese meat groups and attended by Australia, almost all of the coverage focused on U.S. beef and the reporting was very favorable,” USMEF Japan Director Greg Hanes said.
TV-Asahi, usually reporting how Japanese consumers will not eat U.S. beef, reported Sunday that American beef was the most popular.
“We Care” Events Continue
At the Tokyo event, USMEF distributed more than 1,500 fans and balloons featuring the “We Care” logo. USMEF encourages members to participate in “We Care” activities starting next week with a beef caravan visiting several Japanese cities to conduct seminars, strengthening buyers’ understanding of the positive aspects of using U.S. beef.
“We Care” barbecues also begin next week and provide opportunities for families to taste U.S. beef again. USMEF will supply food, drinks and entertainment to consumers in the local areas to build goodwill at a grass roots level, encouraging families to enjoy U.S. beef.
USMEF hosts a reception Sept. 19 at the premier Hotel Okura for trade members and key influencers to thank them for their loyalty to U.S. beef. A renowned Texas chef will help prepare a special dinner featuring U.S. beef.
Members can attend any of these events or support them by supplying U.S. beef served at the activities. For more information or help with travel reservations, contact USMEF Japan Director Greg Hanes at ghanes@usmef.org .
Japan
Japanese Consumers Pick U.S. Beef Above The Rest
When given the choice of American, Japanese and Australian beef, consumers at a Tokyo beef event Sunday chose the U.S. variety.
The event was held at Shinjuku station, the busiest train station in the world, to spread the message “Beef Itself Is Safe” to consumers. USMEF was there to emphasize its “We Care” campaign, designed to regain consumer trust and build a positive image of U.S. beef.
The Metropolitan Meat Trade Association, which represents about 1,500 Tokyo butcher shops, sponsored the event, featuring 500 free beef samples each from the United States, Japan and Australia.
U.S. beef was the first to “sell out” and its booth attracted the most consumer attention. “U.S. beef is very delicious and I am happy U.S. beef is back,” one consumer said.
The event was covered by all key Japanese television news outlets as reporters interviewed consumers at the event. “It was interesting to note that although the event was sponsored by Japanese meat groups and attended by Australia, almost all of the coverage focused on U.S. beef and the reporting was very favorable,” USMEF Japan Director Greg Hanes said.
TV-Asahi, usually reporting how Japanese consumers will not eat U.S. beef, reported Sunday that American beef was the most popular.
“We Care” Events Continue
At the Tokyo event, USMEF distributed more than 1,500 fans and balloons featuring the “We Care” logo. USMEF encourages members to participate in “We Care” activities starting next week with a beef caravan visiting several Japanese cities to conduct seminars, strengthening buyers’ understanding of the positive aspects of using U.S. beef.
“We Care” barbecues also begin next week and provide opportunities for families to taste U.S. beef again. USMEF will supply food, drinks and entertainment to consumers in the local areas to build goodwill at a grass roots level, encouraging families to enjoy U.S. beef.
USMEF hosts a reception Sept. 19 at the premier Hotel Okura for trade members and key influencers to thank them for their loyalty to U.S. beef. A renowned Texas chef will help prepare a special dinner featuring U.S. beef.
Members can attend any of these events or support them by supplying U.S. beef served at the activities. For more information or help with travel reservations, contact USMEF Japan Director Greg Hanes at ghanes@usmef.org .