Japan's first beef promotions

USMEF Supports First U.S. Beef Retail Promotion In Japan

With the beef resumption of trade with Japan, several commercial cargos have been flown from the United States for initial product testing and test sales, reports USMEF-Tokyo.

Marunaka, one of the two major local retail chains in the area of Shikoku, conducted the first U.S. beef retail promotion jointly with USMEF. The retail chain prepared point of sale materials for this promotion, which started today (Dec. 26) and will continue through Dec. 29 at its 113 outlets. USMEF contributed to the promotion by furnishing product stickers and other promotional materials, and by assisting with a joint press release and media training to store employees, as this promotional activity was expected to generate media attention. The retail chain plans to sell 6 metric tons of sliced short plate, chuck, sirloin and other cuts during the promotional period, and is confident that it will sell out product at most outlets before the end of the promotion period.

Meanwhile, at Rainbow Store in the city of Takamatsu, the capital of Kagawa Prefecture, the store manager told local media, including Asahi and Yomiuri newspapers, that U.S. beef is free of concern and approved by the Japanese government for its safety. He emphasized that he wanted to show the deliciousness of U.S. beef through tasting demonstrations. This was followed by the tasting demonstration at the outlet, where the manager said "there are many customers saying it is tender and delicious, and that they were as accepting U.S. beef as before."

Media captured the reactions of consumers in stories they published, including these: A 76-year-old-male said "U.S. beef is tender," while a housewife told media "It is tested and so it is care-free. I want to buy it on this occasion," and another customer was quoted as saying "They are eating [beef] in the U.S. and I have no hesitation eating it."

USMEF Supports First U.S. Beef Retail Promotion In Japan

With the beef resumption of trade with Japan, several commercial cargos have been flown from the United States for initial product testing and test sales, reports USMEF-Tokyo.

Marunaka, one of the two major local retail chains in the area of Shikoku, conducted the first U.S. beef retail promotion jointly with USMEF. The retail chain prepared point of sale materials for this promotion, which started today (Dec. 26) and will continue through Dec. 29 at its 113 outlets. USMEF contributed to the promotion by furnishing product stickers and other promotional materials, and by assisting with a joint press release and media training to store employees, as this promotional activity was expected to generate media attention. The retail chain plans to sell 6 metric tons of sliced short plate, chuck, sirloin and other cuts during the promotional period, and is confident that it will sell out product at most outlets before the end of the promotion period.

Meanwhile, at Rainbow Store in the city of Takamatsu, the capital of Kagawa Prefecture, the store manager told local media, including Asahi and Yomiuri newspapers, that U.S. beef is free of concern and approved by the Japanese government for its safety. He emphasized that he wanted to show the deliciousness of U.S. beef through tasting demonstrations. This was followed by the tasting demonstration at the outlet, where the manager said "there are many customers saying it is tender and delicious, and that they were as accepting U.S. beef as before."

Media captured the reactions of consumers in stories they published, including these: A 76-year-old-male said "U.S. beef is tender," while a housewife told media "It is tested and so it is care-free. I want to buy it on this occasion," and another customer was quoted as saying "They are eating [beef] in the U.S. and I have no hesitation eating it."