Japan | U.S. Beef Progress Evident Across Japan | It has been just a little ...
Japan
U.S. Beef Progress Evident Across Japan
It has been just a little more than six months since Japan removed the ban on U.S. beef imports. Since then, USMEF has been using a multi-faceted campaign called “We Care” to help rebuild confidence in U.S. beef among consumers, meat buyers, retailers and restaurant owners.
And although increases in U.S. beef exports to this region cannot come fast enough for the U.S. beef industry, USMEF sees encouraging progress with each passing month.
Just a few weeks ago the second largest beef bowl chain in Japan, Matsuya, started featuring U.S. beef in yakiniku and karubi meals at all its 733 locations due to positive customer response. The “We Care” campaign is utilized in each restaurant on posters, banners and menu cards.
Since the resumption of U.S. beef imports, Costco has been selling product with successful monthly results. The retailer sells approximately 35 to 40 metric tons (mt) per month, which is a 50 to 70 percent increase from August 2006 when the warehouse store restarted U.S. beef sales.
Costco started with four U.S. beef cuts: chuck eye roll, boneless short rib, chuck short rib and chuck flap tail. Since U.S. beef sales were successful, Costco added rib eye roll, strip loin and flap meat, an underutilized cut.
USMEF is working with Grand Hyatt Fukuoka as the hotel plans to put U.S. beef back on restaurant menus. An American Beef promotion will kickoff at the hotel March 11.
A cooking school featuring U.S. beef recipes developed by a well-known cooking personality will be held Feb. 28 at the Better Home Cooking School in Shibuya. Several newspapers and magazines have advertised the event.
In 2006, the United States exported 13,736 mt of beef and beef variety meat to Japan, worth $66.5 million.
Japan
U.S. Beef Progress Evident Across Japan
It has been just a little more than six months since Japan removed the ban on U.S. beef imports. Since then, USMEF has been using a multi-faceted campaign called “We Care” to help rebuild confidence in U.S. beef among consumers, meat buyers, retailers and restaurant owners.
And although increases in U.S. beef exports to this region cannot come fast enough for the U.S. beef industry, USMEF sees encouraging progress with each passing month.
Just a few weeks ago the second largest beef bowl chain in Japan, Matsuya, started featuring U.S. beef in yakiniku and karubi meals at all its 733 locations due to positive customer response. The “We Care” campaign is utilized in each restaurant on posters, banners and menu cards.
Since the resumption of U.S. beef imports, Costco has been selling product with successful monthly results. The retailer sells approximately 35 to 40 metric tons (mt) per month, which is a 50 to 70 percent increase from August 2006 when the warehouse store restarted U.S. beef sales.
Costco started with four U.S. beef cuts: chuck eye roll, boneless short rib, chuck short rib and chuck flap tail. Since U.S. beef sales were successful, Costco added rib eye roll, strip loin and flap meat, an underutilized cut.
USMEF is working with Grand Hyatt Fukuoka as the hotel plans to put U.S. beef back on restaurant menus. An American Beef promotion will kickoff at the hotel March 11.
A cooking school featuring U.S. beef recipes developed by a well-known cooking personality will be held Feb. 28 at the Better Home Cooking School in Shibuya. Several newspapers and magazines have advertised the event.
In 2006, the United States exported 13,736 mt of beef and beef variety meat to Japan, worth $66.5 million.