Safe & Wholesome U.S. Beef Theme Conveyed to Japanese Opinion Leaders

The safety and wholesomeness of U.S. beef was brought home to a high-profile gathering of Japanese media and opinion leaders last week as USMEF-Japan unveiled a book by several Japanese journalists examining the history and tradition of the U.S. beef industry.

More than 60 reporters, food journalists, television news directors, magazine editors and representatives of USMEF member companies gathered at the Hotel Okura, a landmark in downtown Tokyo, to view “American Beef: Tradition and Transformation,” a journalistic and photographic examination of the U.S. beef industry.

As the journalists presented their 95-page book, they discussed their impressions of the U.S. beef industry before their visit to the United States, and how their views changed as they completed their research.

“U.S. producers are committed to producing wholesome cattle for all customers, regardless of market,” noted the authors. “U.S. beef is produced in both a tradition and science that everyone can trust.”

The American beef industry has an image of “factory farming” in Japan, and the book project was undertaken with the goal of dispelling misconceptions about U.S. production practices. The book explores both the ranches and wide-open spaces of the U.S. West, as well as the scientific approach taken in U.S. beef processing.

“I know personally that American cattlemen are really proud to produce beef specifically for the Japanese market,” said Paul Spencer, senior agricultural attaché for the U.S. Embassy in Tokyo, who helped introduce the event. “You can see it in the care that our ranchers take in breeding and raising cattle, and in the care that goes into handling and delivering our beef to Japan.”

USMEF-Japan held the event at the historic Hotel Okura, which is influential in leading food service trends. Since the 2003 BSE scare in the United States, Japan’s leading hotels have been reluctant to resume serving U.S. beef. USMEF staff has maintained contact with the hotel’s chefs and catering staff, and conducts periodic events at the hotel – including serving several “Western” recipes (such as U.S. tenderloin roast with a special marinade and Western-style chili with beef and beans) at the book unveiling event.

As a result of this event as well as past approaches by USMEF, the Okura staff has strong interest in serving U.S. beef among its banquet offerings, and hotel Executive Chef Negishi appeared at the event and expressed his appreciation for the opportunity to educate his chef staff regarding U.S. beef.

The safety and wholesomeness of U.S. beef was brought home to a high-profile gathering of Japanese media and opinion leaders last week as USMEF-Japan unveiled a book by several Japanese journalists examining the history and tradition of the U.S. beef industry.

More than 60 reporters, food journalists, television news directors, magazine editors and representatives of USMEF member companies gathered at the Hotel Okura, a landmark in downtown Tokyo, to view “American Beef: Tradition and Transformation,” a journalistic and photographic examination of the U.S. beef industry.

As the journalists presented their 95-page book, they discussed their impressions of the U.S. beef industry before their visit to the United States, and how their views changed as they completed their research.

“U.S. producers are committed to producing wholesome cattle for all customers, regardless of market,” noted the authors. “U.S. beef is produced in both a tradition and science that everyone can trust.”

The American beef industry has an image of “factory farming” in Japan, and the book project was undertaken with the goal of dispelling misconceptions about U.S. production practices. The book explores both the ranches and wide-open spaces of the U.S. West, as well as the scientific approach taken in U.S. beef processing.

“I know personally that American cattlemen are really proud to produce beef specifically for the Japanese market,” said Paul Spencer, senior agricultural attaché for the U.S. Embassy in Tokyo, who helped introduce the event. “You can see it in the care that our ranchers take in breeding and raising cattle, and in the care that goes into handling and delivering our beef to Japan.”

USMEF-Japan held the event at the historic Hotel Okura, which is influential in leading food service trends. Since the 2003 BSE scare in the United States, Japan’s leading hotels have been reluctant to resume serving U.S. beef. USMEF staff has maintained contact with the hotel’s chefs and catering staff, and conducts periodic events at the hotel – including serving several “Western” recipes (such as U.S. tenderloin roast with a special marinade and Western-style chili with beef and beans) at the book unveiling event.

As a result of this event as well as past approaches by USMEF, the Okura staff has strong interest in serving U.S. beef among its banquet offerings, and hotel Executive Chef Negishi appeared at the event and expressed his appreciation for the opportunity to educate his chef staff regarding U.S. beef.