Major Retailers in Japan Featuring U.S. Baby Back Pork Ribs
Major Retailers in Japan Featuring U.S. Baby Back Pork Ribs
USMEF-Japan’s recent participation in two major trade shows already is paying dividends for the U.S. pork industry with the help of two of Japan’s leading retailers.
With funding support from the Pork Checkoff and the Market Access Program, recipes and menu suggestions featuring baby back pork ribs were among the items showcased by USMEF-Japan at FoodEx 2009, Asia’s largest food trade show, and the Meat Industry Showcase, the largest meat-focused exhibition in Japan. These promotions captured the attention of many in attendance at both shows, including Aeon, Japan’s largest retailer.
As part of its current U.S. pork campaign, Aeon introduced U.S. baby back pork ribs at five regional “anchor” outlets for a trial promotion May 29-31. Because baby back pork ribs are a new item for Japanese consumers, USMEF provided merchandising tips and suggested the use of seasonings to attract customers.
U.S. pork on display at one of Aeon’s five regional outlets
“Sales performed extremely well, much to the satisfaction of Aeon’s meat buyers,” said USMEF Japan director Gregory Hanes. “Plans are now in place to conduct a similar, higher-volume trial promotion in July, and Aeon is excited about promoting baby back pork ribs in December as a party menu item for the high-demand Christmas/New Year season.”
A second major retailer in Japan is also planning to hold a trial promotion for baby back pork ribs at 120 outlets later this month. This will be the first of the retailer’s monthly trial promotions, leading up to a nationwide promotion in December during the high-demand holiday season.
To further build on this retail success, USMEF-Japan is developing new “easy-to-cook” rib recipes based on familiar Japanese home cooking methods. Unique point-of-purchase materials for baby back pork rib promotions are also in development. On the foodservice side, a major chain restaurant operator is exploring ways to include baby back ribs on its menus at several well-known chains.
“We are very excited to see this item, which is quite new for this market, capturing so much interest in Japan,” Hanes said. “It’s another great example of how the U.S. pork industry is able to continue expanding our high-quality items in this market.”
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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.
Major Retailers in Japan Featuring U.S. Baby Back Pork Ribs
USMEF-Japan’s recent participation in two major trade shows already is paying dividends for the U.S. pork industry with the help of two of Japan’s leading retailers.
With funding support from the Pork Checkoff and the Market Access Program, recipes and menu suggestions featuring baby back pork ribs were among the items showcased by USMEF-Japan at FoodEx 2009, Asia’s largest food trade show, and the Meat Industry Showcase, the largest meat-focused exhibition in Japan. These promotions captured the attention of many in attendance at both shows, including Aeon, Japan’s largest retailer.
As part of its current U.S. pork campaign, Aeon introduced U.S. baby back pork ribs at five regional “anchor” outlets for a trial promotion May 29-31. Because baby back pork ribs are a new item for Japanese consumers, USMEF provided merchandising tips and suggested the use of seasonings to attract customers.
U.S. pork on display at one of Aeon’s five regional outlets
“Sales performed extremely well, much to the satisfaction of Aeon’s meat buyers,” said USMEF Japan director Gregory Hanes. “Plans are now in place to conduct a similar, higher-volume trial promotion in July, and Aeon is excited about promoting baby back pork ribs in December as a party menu item for the high-demand Christmas/New Year season.”
A second major retailer in Japan is also planning to hold a trial promotion for baby back pork ribs at 120 outlets later this month. This will be the first of the retailer’s monthly trial promotions, leading up to a nationwide promotion in December during the high-demand holiday season.
To further build on this retail success, USMEF-Japan is developing new “easy-to-cook” rib recipes based on familiar Japanese home cooking methods. Unique point-of-purchase materials for baby back pork rib promotions are also in development. On the foodservice side, a major chain restaurant operator is exploring ways to include baby back ribs on its menus at several well-known chains.
“We are very excited to see this item, which is quite new for this market, capturing so much interest in Japan,” Hanes said. “It’s another great example of how the U.S. pork industry is able to continue expanding our high-quality items in this market.”
# # #
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.