Leading Japanese Retail Chain Buyer Endorses U.S. Beef
Leading Japanese Retail Chain Buyer Endorses U.S. Beef
U.S. beef’s progress in Japan can be measured by export numbers (volume and value both up 12 percent for the first six months of 2009 versus 2008), or by the fact that it is the only one of the three largest U.S. beef export markets to register sales gains during the continuing economic downtown.
Another indicator is more subtle but signals a profound shift in thinking. A leading regional retail chain in northern Japan, York Benimaru, recently partnered on a beef promotional campaign with USMEF to promote specific steak products, including strip loins in July, and barbecue cuts in August.
USMEF market research consistently shows that a leading factor in encouraging consumers to buy U.S. beef is when the stores they trust and patronize endorse it. In a special promotion with York Benimaru, supported by the Beef Checkoff, USMEF developed a set of advertisements that featured photos of the retail chain’s meat buyer and his personal endorsement of U.S. beef to the customers of the chain’s 160 stores.
“The endorsement of the buyer, who is seen by customers as the expert, is extremely rare for imported meat products,” said Takemichi Yamashoji, USMEF-Japan senior marketing director. “In Japan, an endorsement by the meat buyer is seen as the sign of quality, safety and taste.”
While sales data is still coming in, the early reports show that the promotion is generating results between 10 percent and 30 percent above those from the same time last year.
The York Benimaru chain is part of 7&I Holdings, one of the first companies in Japan to resume sales of U.S. beef. USMEF-Japan has worked closely with the organization to explore joint promotional opportunities; this initiative is the latest.
USMEF advertising for U.S. beef emphasizes the great American outdoors
The point-of-sales materials are designed to accomplish three tasks: they speak to the commitment of U.S. beef producers to the quality of the beef and the special care they take with cattle; they depict the meat buyer and his endorsement; and they publicize that week’s special promotion.
“Given the impact on sales from the overall economic slump, the boost in sales provided by this promotion is very promising,” said Yamashoji. “It’s also very encouraging that this company is now openly supporting our products at the staff and management levels.”
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The U.S. Meat Export Federation (www.USMEF.org) is the trade association responsible for developing international markets for the U.S. red meat industry and is funded by USDA, exporting companies, and the beef, pork, corn and soybean checkoff programs.
For more information, contact Jim Herlihy at jherlihy@usmef.org.
USMEF complies with all equal opportunity, non-discrimination and affirmative action measures applicable to it by contract, government rule or regulation or as otherwise provided by law.
Leading Japanese Retail Chain Buyer Endorses U.S. Beef
U.S. beef’s progress in Japan can be measured by export numbers (volume and value both up 12 percent for the first six months of 2009 versus 2008), or by the fact that it is the only one of the three largest U.S. beef export markets to register sales gains during the continuing economic downtown.
Another indicator is more subtle but signals a profound shift in thinking. A leading regional retail chain in northern Japan, York Benimaru, recently partnered on a beef promotional campaign with USMEF to promote specific steak products, including strip loins in July, and barbecue cuts in August.
USMEF market research consistently shows that a leading factor in encouraging consumers to buy U.S. beef is when the stores they trust and patronize endorse it. In a special promotion with York Benimaru, supported by the Beef Checkoff, USMEF developed a set of advertisements that featured photos of the retail chain’s meat buyer and his personal endorsement of U.S. beef to the customers of the chain’s 160 stores.
“The endorsement of the buyer, who is seen by customers as the expert, is extremely rare for imported meat products,” said Takemichi Yamashoji, USMEF-Japan senior marketing director. “In Japan, an endorsement by the meat buyer is seen as the sign of quality, safety and taste.”
While sales data is still coming in, the early reports show that the promotion is generating results between 10 percent and 30 percent above those from the same time last year.
The York Benimaru chain is part of 7&I Holdings, one of the first companies in Japan to resume sales of U.S. beef. USMEF-Japan has worked closely with the organization to explore joint promotional opportunities; this initiative is the latest.
USMEF advertising for U.S. beef emphasizes the great American outdoors
The point-of-sales materials are designed to accomplish three tasks: they speak to the commitment of U.S. beef producers to the quality of the beef and the special care they take with cattle; they depict the meat buyer and his endorsement; and they publicize that week’s special promotion.
“Given the impact on sales from the overall economic slump, the boost in sales provided by this promotion is very promising,” said Yamashoji. “It’s also very encouraging that this company is now openly supporting our products at the staff and management levels.”
# # #
The U.S. Meat Export Federation (www.USMEF.org) is the trade association responsible for developing international markets for the U.S. red meat industry and is funded by USDA, exporting companies, and the beef, pork, corn and soybean checkoff programs.
For more information, contact Jim Herlihy at jherlihy@usmef.org.
USMEF complies with all equal opportunity, non-discrimination and affirmative action measures applicable to it by contract, government rule or regulation or as otherwise provided by law.