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Promotions Aim to Boost U.S. Pork Sales in Japan

Published: Jul 08, 2009

Promotions Aim to Boost U.S. Pork Sales in Japan

Through the first four months of 2009, Japan has maintained its status as the leading value market for U.S. pork, importing 158,265 metric tons (about 349 million pounds of pork muscle cuts and variety meat) valued at more than $571 million – accounting for more than 38 percent of the value of all U.S. pork exports. This represents a 9 percent increase in volume and a 24 percent increase in value over the same period last year. But because of a sluggish economy and the lingering issue of A-H1N1 influenza, USMEF has recently reemphasized its efforts to illustrate the positive attributes of U.S. pork for Japanese consumers. 

Despite some initial concerns when it was first confirmed in Japan, A-H1N1 influenza hasn’t had much of a long-lasting impact on the market. However, low domestic prices and high inventories have enhanced the availability of domestic pork, creating pressure in the market and intensifying the need for aggressive promotion of U.S. pork. 

Last month, USMEF utilized support from the Pork Checkoff and the Market Access Program to conduct promotions with 25 retail companies and five major food service chains throughout Japan at more than 4,600 participating outlets. Coverage included all major national retail outlets and regional chains on Japan’s main islands of Honshu and Shikoku. 

The promotions were supported by USMEF advertisements highlighting the “Erabarete No. 1” (chosen No.1 by you) message, while also featuring the leading retail and foodservice companies that actively promote U.S. pork.  The advertising highlights U.S. pork’s high-quality image while reminding consumers that their buying decisions have “chosen” U.S. pork as the No. 1 imported pork in Japan.  These promotions will continue through July at nearly 3,000 outlets operated by 30 of Japan’s leading companies. 

This advertisement showcases the wide variety of U.S. pork items available at 7 and i convenience stores in Japan

Other highlights of recent U.S. pork promotions include:

“Thank You Sweepstakes” campaign at more than 1,800 Aeon outlets

To express appreciation for Japanese consumers’ patronage of U.S. pork products, which has given U.S. pork the largest share of the imported pork market for the past four years, Japan’s Aeon Group conducted a “Thank You Sweepstakes” campaign from May 21 to June 30.  Consumers purchasing U.S. pork products were eligible for prizes, including 700 gift certificates in the amount of $50. Aeon is Japan’s largest and most influential retailer with leading regional brands that include Aeon Super Center, Saty, Jusco, Max Valu, Inageya, Daiei and Maruetsu. During the campaign, Aeon also introduced several new pork items including baby back ribs and bone-in loin. Aeon’s sales exceeded 1,250 metric tons (about 2.75 million pounds) of U.S. pork products - a 5 percent increase over sales last year – at 1,851 group outlets during this promotion. The sweepstakes campaign received financial support from the South Dakota Soybean Research and Promotion Council.

The campaign also includes Aeon, Japan’s largest grocery retailer

Aeon and Ito Yokado trial promotion of baby back ribs

Aeon conducted a trial promotion for U.S. pork baby back ribs at its 10 model outlets in each region of Japan May 29-31 as part of a weeklong U.S. pork sales promotion. Ito Yokado also conducted a trial sales promotion for U.S. pork back ribs at 76 outlets in the Kanto area June 20-21. Thanks to very successful sales results, Ito Yokado is planning to conduct a trial promotion every month. These promotions, which will also receive support from South Dakotasoybean producers, may include a nationwide promotion in December, the high-demand New Year season. 

Enhanced tasting demonstrator training at York Benimaru and Daiei

USMEF has begun a “train the trainer” program to enhance the marketing and consumer communication skills of those conducting tasting demonstrations at supermarket outlets. Using a special educational DVD that USMEF created featuring a well-known charismatic tasting demonstrator, the seminar provides basic knowledge on U.S. beef and pork products, in-kitchen training and role-playing to enhance these skills and make tasting demonstrations more effective.

“The ‘train the trainer’ seminar proved very effective for York Benimaru,” said USMEF Japan Director Gregory Hanes, referencing a May 23-24 sales promotion of U.S. beef and pork held at 60 outlets. “Sales increased by 70 percent over the previous year, so we are very encouraged by this program’s impact on USMEF’s tasting demonstrations.”

# # #

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.

Promotions Aim to Boost U.S. Pork Sales in Japan

Through the first four months of 2009, Japan has maintained its status as the leading value market for U.S. pork, importing 158,265 metric tons (about 349 million pounds of pork muscle cuts and variety meat) valued at more than $571 million – accounting for more than 38 percent of the value of all U.S. pork exports. This represents a 9 percent increase in volume and a 24 percent increase in value over the same period last year. But because of a sluggish economy and the lingering issue of A-H1N1 influenza, USMEF has recently reemphasized its efforts to illustrate the positive attributes of U.S. pork for Japanese consumers. 

Despite some initial concerns when it was first confirmed in Japan, A-H1N1 influenza hasn’t had much of a long-lasting impact on the market. However, low domestic prices and high inventories have enhanced the availability of domestic pork, creating pressure in the market and intensifying the need for aggressive promotion of U.S. pork. 

Last month, USMEF utilized support from the Pork Checkoff and the Market Access Program to conduct promotions with 25 retail companies and five major food service chains throughout Japan at more than 4,600 participating outlets. Coverage included all major national retail outlets and regional chains on Japan’s main islands of Honshu and Shikoku. 

The promotions were supported by USMEF advertisements highlighting the “Erabarete No. 1” (chosen No.1 by you) message, while also featuring the leading retail and foodservice companies that actively promote U.S. pork.  The advertising highlights U.S. pork’s high-quality image while reminding consumers that their buying decisions have “chosen” U.S. pork as the No. 1 imported pork in Japan.  These promotions will continue through July at nearly 3,000 outlets operated by 30 of Japan’s leading companies. 

This advertisement showcases the wide variety of U.S. pork items available at 7 and i convenience stores in Japan

Other highlights of recent U.S. pork promotions include:

“Thank You Sweepstakes” campaign at more than 1,800 Aeon outlets

To express appreciation for Japanese consumers’ patronage of U.S. pork products, which has given U.S. pork the largest share of the imported pork market for the past four years, Japan’s Aeon Group conducted a “Thank You Sweepstakes” campaign from May 21 to June 30.  Consumers purchasing U.S. pork products were eligible for prizes, including 700 gift certificates in the amount of $50. Aeon is Japan’s largest and most influential retailer with leading regional brands that include Aeon Super Center, Saty, Jusco, Max Valu, Inageya, Daiei and Maruetsu. During the campaign, Aeon also introduced several new pork items including baby back ribs and bone-in loin. Aeon’s sales exceeded 1,250 metric tons (about 2.75 million pounds) of U.S. pork products - a 5 percent increase over sales last year – at 1,851 group outlets during this promotion. The sweepstakes campaign received financial support from the South Dakota Soybean Research and Promotion Council.

The campaign also includes Aeon, Japan’s largest grocery retailer

Aeon and Ito Yokado trial promotion of baby back ribs

Aeon conducted a trial promotion for U.S. pork baby back ribs at its 10 model outlets in each region of Japan May 29-31 as part of a weeklong U.S. pork sales promotion. Ito Yokado also conducted a trial sales promotion for U.S. pork back ribs at 76 outlets in the Kanto area June 20-21. Thanks to very successful sales results, Ito Yokado is planning to conduct a trial promotion every month. These promotions, which will also receive support from South Dakotasoybean producers, may include a nationwide promotion in December, the high-demand New Year season. 

Enhanced tasting demonstrator training at York Benimaru and Daiei

USMEF has begun a “train the trainer” program to enhance the marketing and consumer communication skills of those conducting tasting demonstrations at supermarket outlets. Using a special educational DVD that USMEF created featuring a well-known charismatic tasting demonstrator, the seminar provides basic knowledge on U.S. beef and pork products, in-kitchen training and role-playing to enhance these skills and make tasting demonstrations more effective.

“The ‘train the trainer’ seminar proved very effective for York Benimaru,” said USMEF Japan Director Gregory Hanes, referencing a May 23-24 sales promotion of U.S. beef and pork held at 60 outlets. “Sales increased by 70 percent over the previous year, so we are very encouraged by this program’s impact on USMEF’s tasting demonstrations.”

# # #

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.