Japan | USMEF Japan Focus Turns To Beef Nutrition | Continuing its “woman-t...
Japan
USMEF Japan Focus Turns To Beef Nutrition
Continuing its “woman-to-woman” campaign strategy, USMEF turned to Shalene McNeill, a registered dietitian with the Texas Beef Council and the mother of a seven-month-old baby, to present the message of how the nutrition in beef can be an important contribution to children’s physical and mental growth to Japanese consumers.
Since the discovery of BSE (bovine spongiform encephalopathy) in the Japanese cattle herd last September, USMEF has worked to assure Japanese consumers that U.S. beef is safe and wholesome. Investing more than $8.4 million in a promotional effort that features U.S. women in the beef industry speaking directly to Japanese consumers, the checkoff-funded effort is working to restore demand for beef in No. 1 U.S. beef export market.
Now, the USMEF focus is shifting from a primary message of safety to the role of beef in a healthful diet. As part of this effort, USMEF held symposia on July 26 in Osaka and on July 29 in Tokyo to discuss the importance the consumption of beef can play in the development of a child’s brain, body and mind. More than 350 participants, mostly nutritionists, attended the two symposia.
As one of two keynote speakers, McNeill examined the effects of iron and zinc in children’s recognition development based upon recent research. She made the point that, “beef is a realistic solution because it satisfies the necessary nutritional requirements needed for healthy children.
“I think the reaction was very positive,” McNeill said. “In general, the audience realized that iron was something they needed in their diet, but zinc was something new.” She said iron and zinc are two nutrients not readily found in fish, the traditional protein source for the Japanese. Beef is, therefore, a great compliment to the diet they are already consuming.
McNeill said there are many similarities between the interests of Japanese and U.S. women on the subject of diet. “They want to provide for their children and take advantage of any nutritional opportunities they may have to improve the health of their children.”
While Japan remains the No. 1 U.S. beef export market, USDA statistics for 2001 show U.S. exports to Japan declined 6 percent in volume from the record year of 2000, at 513,563 metric tons, while value was off 11 percent to about $1.6 billion. The USMEF effort, funded in part with beef checkoff dollars, has helped promote a steady return to beef and an increase in U.S. market share during the first half of 2002.