Japan | U.S.  Beef Event Tailored To High-End Restaurants Returns To Kyoto |...

Japan

U.S.  Beef Event Tailored To High-End Restaurants Returns To Kyoto

The 12th Ushiwaka U.S. Beef Renaissance event returned to Kyoto on Tuesday (Mar. 6) after a three-year absence. The program, cosponsored by USMEF, started 15 years ago to present new U.S. beef marketing information to high-end restaurateurs.

This well-known event is the largest of its kind for five-star hotels and white table cloth restaurants in Japan, gathering more than 500 hotel executives, chefs and other management representatives.

“This is the only event hosted by a private company that gathers together so many competitors,” said USMEF Japan Director Greg Hanes, who spoke at the event. “This indicates strong interest in U.S. beef and a readiness to feature U.S. beef in high-end restaurants.”

Japanese hotel industry representatives discussed “Risk Economics” and “Enjoying U.S. Beef” during the seminar. They pointed out the excess concern toward BSE in Japan is irrelevant, citing the economic rationale to the issue compared to the true risk of BSE to humans. Each company was urged to develop its own tools for risk communication to alleviate customer concern due to the lack of information.

At a reception that followed, participants were able to taste quality U.S. beef again. USMEF also set up a U.S. product section inviting the participation of USMEF member packing companies.

Japan

U.S.  Beef Event Tailored To High-End Restaurants Returns To Kyoto

The 12th Ushiwaka U.S. Beef Renaissance event returned to Kyoto on Tuesday (Mar. 6) after a three-year absence. The program, cosponsored by USMEF, started 15 years ago to present new U.S. beef marketing information to high-end restaurateurs.

This well-known event is the largest of its kind for five-star hotels and white table cloth restaurants in Japan, gathering more than 500 hotel executives, chefs and other management representatives.

“This is the only event hosted by a private company that gathers together so many competitors,” said USMEF Japan Director Greg Hanes, who spoke at the event. “This indicates strong interest in U.S. beef and a readiness to feature U.S. beef in high-end restaurants.”

Japanese hotel industry representatives discussed “Risk Economics” and “Enjoying U.S. Beef” during the seminar. They pointed out the excess concern toward BSE in Japan is irrelevant, citing the economic rationale to the issue compared to the true risk of BSE to humans. Each company was urged to develop its own tools for risk communication to alleviate customer concern due to the lack of information.

At a reception that followed, participants were able to taste quality U.S. beef again. USMEF also set up a U.S. product section inviting the participation of USMEF member packing companies.