Nebraska Soybean Board Representatives Promote U.S. Pork, Beef on Japan Trade Mission...

Nebraska Soybean Board Representatives Promote U.S. Pork, Beef on Japan Trade Mission

USMEF hosted a group of four representatives from the Nebraska Soybean Board (NSB) in Japan last week in an effort to promote U.S. beef and pork in one of our most critical export markets. The delegation got the opportunity to experience a wide range of activities during the trade mission, including interaction with Japanese consumers during an opening day barbecue. When USMEF publicized the barbecue earlier this summer, the response was very strong. More than 4,000 families submitted requests to attend, from which 100 entries were randomly selected. According to NSB Treasurer Duane Lee, the event was thoroughly enjoyed by all involved.

NSB representatives grill U.S. beef and pork for Japanese families in Tokyo

“We grilled steaks that we had marinated using recipes that we had brought from the United States, and the Barbecue Association of Japan also served pork,” said Lee, who operates a soybean, corn and cattle operation near Albion, Neb. “Then we also allowed the families to cook the meat themselves so they would know how to grill it properly. The guests really enjoyed the day a lot and so did I, interacting with the kids and the families.”

Japan is consistently the No. 1 value market for U.S. pork, and has imported U.S. pork valued at more than $800 million through the first six months of this year. U.S. beef exports are up 18 percent in value so far this year to nearly $210 million, making Japan the third-largest beef export market. However, Lee feels the 20-month cattle age limit for beef exported to Japan must be addressed in order for the beef market to reach its full potential.

“Even if we can’t remove the age limit completely, let’s take it a step at time,” he said. “That’s what the people we spoke to here would like to do. Take it one step at a time and they’ll be more receptive.”

Auburn, Neb., farmer Mark Caspers, who represents southeastern Nebraska on the NSB, agreed. He says that while expanded market access must still make its way through Japan’s political process, importers and distributors are eagerly anticipating a larger and steadier supply of U.S. beef.  

“Definitely - they’re chomping at the bit,” he said. “They see no reason, other than some politics getting in the way, of why Japan isn’t accepting beef from a wider range of cattle, especially when they’re bringing in beef from other countries from cattle more than 20 months of age.”

The group’s second day of activities in Japan included a visit to the Joshi Daigaku cooking school, where Japanese families learned to prepare meals using U.S. pork.

“There were about 25 mothers there with either their son or daughter,” said NSB Chairman Gregg Fujan, a soybean and corn producer from Weston, Neb. “It was really encouraging to see the enthusiasm for American meat products and for us as American producers. The families really seemed to respond well to us.”

NSB Chairman Gregg Fujan helps an aspiring young chef prepare U.S. pork

The positive attitude toward U.S. beef and pork was also evident when the group met later in the day with Ito Ham - Japan’s second-largest ham and sausage manufacturer - and with meat buyers from national retail chains Daiei and Skylark.

“There’s a lot of enthusiasm here among the processors and retailers,” Fujan said. “A lot of energy, and that’s pretty exciting for me as a producer.”

The delegation also had the opportunity to tour a cold storage facility owned by Nippon Ham. They came away impressed by both the volume of U.S. product and the procedures followed to get it to its final destination.

NSB team members (left to right) Duane Lee, Mark Caspers, Gregg Fujan and Daniel Benes tour a cold storage facility in Japan

“The facility was about a quarter-mile long and a block wide,” said Caspers. “There is a lot of U.S. product coming through there, and it was very interesting to see the technology and how they are able to document all the items coming in, and then catalogue them and get them to the right place. The logistics are pretty impressive.”

Caspers found that his experience in Japan confirmed the importance of building and maintaining a strong connection between U.S. farmers and ranchers and their overseas customers.

“The Japanese are really big on relationships, and it means a lot for them to see the farmers who are raising the grain and raising the livestock,” he said. “We talked to them a lot about food safety issues, emphasizing that these are the same products we serve to our own families back home. It’s interesting for us to put a face on the consumer, just like it’s interesting for them to put a face on the producer. You get over here and you realize what a small world it really is.”

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The U.S.Meat Export Federation (www.USMEF.org) is the trade association responsible for developing international markets for theU.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.

Nebraska Soybean Board Representatives Promote U.S. Pork, Beef on Japan Trade Mission

USMEF hosted a group of four representatives from the Nebraska Soybean Board (NSB) in Japan last week in an effort to promote U.S. beef and pork in one of our most critical export markets. The delegation got the opportunity to experience a wide range of activities during the trade mission, including interaction with Japanese consumers during an opening day barbecue. When USMEF publicized the barbecue earlier this summer, the response was very strong. More than 4,000 families submitted requests to attend, from which 100 entries were randomly selected. According to NSB Treasurer Duane Lee, the event was thoroughly enjoyed by all involved.

NSB representatives grill U.S. beef and pork for Japanese families in Tokyo

“We grilled steaks that we had marinated using recipes that we had brought from the United States, and the Barbecue Association of Japan also served pork,” said Lee, who operates a soybean, corn and cattle operation near Albion, Neb. “Then we also allowed the families to cook the meat themselves so they would know how to grill it properly. The guests really enjoyed the day a lot and so did I, interacting with the kids and the families.”

Japan is consistently the No. 1 value market for U.S. pork, and has imported U.S. pork valued at more than $800 million through the first six months of this year. U.S. beef exports are up 18 percent in value so far this year to nearly $210 million, making Japan the third-largest beef export market. However, Lee feels the 20-month cattle age limit for beef exported to Japan must be addressed in order for the beef market to reach its full potential.

“Even if we can’t remove the age limit completely, let’s take it a step at time,” he said. “That’s what the people we spoke to here would like to do. Take it one step at a time and they’ll be more receptive.”

Auburn, Neb., farmer Mark Caspers, who represents southeastern Nebraska on the NSB, agreed. He says that while expanded market access must still make its way through Japan’s political process, importers and distributors are eagerly anticipating a larger and steadier supply of U.S. beef.  

“Definitely - they’re chomping at the bit,” he said. “They see no reason, other than some politics getting in the way, of why Japan isn’t accepting beef from a wider range of cattle, especially when they’re bringing in beef from other countries from cattle more than 20 months of age.”

The group’s second day of activities in Japan included a visit to the Joshi Daigaku cooking school, where Japanese families learned to prepare meals using U.S. pork.

“There were about 25 mothers there with either their son or daughter,” said NSB Chairman Gregg Fujan, a soybean and corn producer from Weston, Neb. “It was really encouraging to see the enthusiasm for American meat products and for us as American producers. The families really seemed to respond well to us.”

NSB Chairman Gregg Fujan helps an aspiring young chef prepare U.S. pork

The positive attitude toward U.S. beef and pork was also evident when the group met later in the day with Ito Ham - Japan’s second-largest ham and sausage manufacturer - and with meat buyers from national retail chains Daiei and Skylark.

“There’s a lot of enthusiasm here among the processors and retailers,” Fujan said. “A lot of energy, and that’s pretty exciting for me as a producer.”

The delegation also had the opportunity to tour a cold storage facility owned by Nippon Ham. They came away impressed by both the volume of U.S. product and the procedures followed to get it to its final destination.

NSB team members (left to right) Duane Lee, Mark Caspers, Gregg Fujan and Daniel Benes tour a cold storage facility in Japan

“The facility was about a quarter-mile long and a block wide,” said Caspers. “There is a lot of U.S. product coming through there, and it was very interesting to see the technology and how they are able to document all the items coming in, and then catalogue them and get them to the right place. The logistics are pretty impressive.”

Caspers found that his experience in Japan confirmed the importance of building and maintaining a strong connection between U.S. farmers and ranchers and their overseas customers.

“The Japanese are really big on relationships, and it means a lot for them to see the farmers who are raising the grain and raising the livestock,” he said. “We talked to them a lot about food safety issues, emphasizing that these are the same products we serve to our own families back home. It’s interesting for us to put a face on the consumer, just like it’s interesting for them to put a face on the producer. You get over here and you realize what a small world it really is.”

###

The U.S.Meat Export Federation (www.USMEF.org) is the trade association responsible for developing international markets for theU.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.