Japan | Media Turn Out For USMEF Media Conference | Nearly 30 representatives...

Japan

Media Turn Out For USMEF Media Conference

Nearly 30 representatives of U.S. and Japanese media turned out for a telephone conference with USMEF Chairman John Bellinger and President and CEO Phil Seng Friday morning. The news conference, originating from Osaka and lasting nearly an hour, helped describe for wire service, broadcast and print reporters the reaction to the reintroduction of U.S. beef in Japan.

Bellinger and Seng were in Japan this week to help launch and monitor efforts aimed at securing Japanese acceptance of U.S. beef in that country. Among these efforts is the USMEF “We Care” campaign, which is working to provide reassurance to Japanese consumers of the safety and wholesomeness of U.S. beef, while encouraging Japanese marketers that it’s a product they should carry.

Seng told the reporters the approach taken by the USMEF “We Care” campaign is what the market needs at this point. “The more they (the Japanese) trust the product – and the industry standing behind the product – the more they’re going to want it,” Seng told the reporters, who expressed significant interest in the topic of the Japan market and the potential for U.S. beef there. Eight reporters asked 24 questions during the call. 

Seng also said the three most significant limiting factors to expanded sales are a shortage of qualified U.S. cattle, a slow, expensive and burdensome customs clearance process, and consumer prices. He noted that for premium cuts the U.S. prices are nearly the same as domestic prices. Seng said that although there is still “a lot of work to do,” they’ve been extremely pleased with the reception in Japan, as there has been tremendous interest shown in the product by both consumers and the trade, and demand is increasing.

Bellinger noted considerable interest in the 17 new cuts introduced earlier by USMEF. “From an industry perspective, acceptance of these new cuts provides us with a better chance of selling an entire carcass identified for this market. For the Japanese, this is a chance to offer greater variety and more product at a better price,” Bellinger said. For more information on these cuts, see the New Alternatives Guide in Japanese (pages 1-15) and the New Alternatives Guide in Japanese (pages 16-34) or the New Alternatives Guide English Translation (no photos).

When asked how the U.S. industry could fill growing demand with a limited supply of qualified cattle, Seng suggested that cattlemen keep birth records for all new calves to capture potential premiums. He noted that at the same time Japanese scientists are questioning the veracity of claims that two BSE cases in Japan were in younger animals. “The Japanese will have to work through this controversy before we can expect any major changes in the age limitations,” he added.

Japan

Media Turn Out For USMEF Media Conference

Nearly 30 representatives of U.S. and Japanese media turned out for a telephone conference with USMEF Chairman John Bellinger and President and CEO Phil Seng Friday morning. The news conference, originating from Osaka and lasting nearly an hour, helped describe for wire service, broadcast and print reporters the reaction to the reintroduction of U.S. beef in Japan.

Bellinger and Seng were in Japan this week to help launch and monitor efforts aimed at securing Japanese acceptance of U.S. beef in that country. Among these efforts is the USMEF “We Care” campaign, which is working to provide reassurance to Japanese consumers of the safety and wholesomeness of U.S. beef, while encouraging Japanese marketers that it’s a product they should carry.

Seng told the reporters the approach taken by the USMEF “We Care” campaign is what the market needs at this point. “The more they (the Japanese) trust the product – and the industry standing behind the product – the more they’re going to want it,” Seng told the reporters, who expressed significant interest in the topic of the Japan market and the potential for U.S. beef there. Eight reporters asked 24 questions during the call. 

Seng also said the three most significant limiting factors to expanded sales are a shortage of qualified U.S. cattle, a slow, expensive and burdensome customs clearance process, and consumer prices. He noted that for premium cuts the U.S. prices are nearly the same as domestic prices. Seng said that although there is still “a lot of work to do,” they’ve been extremely pleased with the reception in Japan, as there has been tremendous interest shown in the product by both consumers and the trade, and demand is increasing.

Bellinger noted considerable interest in the 17 new cuts introduced earlier by USMEF. “From an industry perspective, acceptance of these new cuts provides us with a better chance of selling an entire carcass identified for this market. For the Japanese, this is a chance to offer greater variety and more product at a better price,” Bellinger said. For more information on these cuts, see the New Alternatives Guide in Japanese (pages 1-15) and the New Alternatives Guide in Japanese (pages 16-34) or the New Alternatives Guide English Translation (no photos).

When asked how the U.S. industry could fill growing demand with a limited supply of qualified cattle, Seng suggested that cattlemen keep birth records for all new calves to capture potential premiums. He noted that at the same time Japanese scientists are questioning the veracity of claims that two BSE cases in Japan were in younger animals. “The Japanese will have to work through this controversy before we can expect any major changes in the age limitations,” he added.