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U.S. Pork Showcased As A Daily Menu Item At Food Show

As part of a USMEF strategy to make U.S. pork a daily menu item choice for consumers dining at restaurants or shopping at supermarkets, USMEF developed menu items and merchandising displays to highlight the taste and versatility of U.S. pork at the Japan Meat Industry Fair held April 18-20 in Tokyo.

The fair is the largest meat-related trade show held in Japan as 113 meat companies exhibited products to more than 56,000 visitors, a 22 percent increase from last year’s show. USMEF and four member companies report strong interest in U.S. pork and beef products.

“The show was a good opportunity for USMEF member companies to communicate directly with Japanese customers, and they all gained new business opportunities from the show,” said Akiko Fuseya, USMEF Japan evaluation and market manager.

USMEF anticipates supply of pork tenderloin will increase in the market due to the gate price system that levies a tariff on pork meat imports valued lower than the gate price. To capitalize on this, USMEF emphasized U.S. pork tenderloin menu items and displays for “sozai” or deli cases.

USMEF also focused on processed U.S. pork items by providing samples from seven USMEF member companies. Initial feedback on these products is very positive. More information will be known as USMEF analyzes surveys filled out by visitors to gauge the Japanese perception of product attributes, such as texture and flavor.

USMEF promoted underutilized U.S. beef cuts, such as brisket and top blade, introducing a variety of ways to sell these cuts. This is an efficient method to increase market supply, which is limited by the requirement that U.S. beef can be from cattle that are at most 20 months of age. USMEF held a seminar during the first day of the show to demonstrate how easily underutilized U.S. beef cuts can be used for popular yakiniku dishes.

The show also provided an opportunity for USMEF to discuss future activities with retailers Daiei, Ito-Yokado, Maruetsu and Inangeya.

U.S. Beef Returns To Leading Supermarket Retailer

U.S. beef returned to meat cases Monday (April 23) at all 131 York-Benimaru supermarket stores, increasing the outreach of U.S. beef to the Tohoku region located north of Tokyo where York-Benimaru stores primarily are located.

USMEF sees this as a significant opportunity since York-Benimaru is owned by Seven & i Holdings Co., the largest retailer in Japan, which also owns 7-11 convenience stores and Ito-Yokado, the second largest supermarket chain. Successful sales resumption at York-Benimaru stores could lead to opportunities at other Seven & i Holdings companies.

USMEF worked extensively with York-Benimaru in providing up-to-date market information, buying information on U.S. beef cuts and point-of-sale materials featuring the “We Care” theme for the test sales and re-launch activities.

Prior to resuming U.S. beef sales, the retailer conducted test sales at seven outlets and received positive feedback from consumers. This helped the retailer decide to move forward with sales of U.S. beef at all its stores.

U.S. beef sales were brisk during the first day of the promotion. The retailer is working with USMEF to conduct a sales promotion during a holiday called Golden Week from end of April to the first week of May featuring U.S. beef chuck eye roll, chuck short ribs and strip loin. Advertisements will be distributed to consumers featuring these cuts at a special promotion price.