Seminars Aim to Expand U.S. Beef Sales in Northeastern Japan
Published: Feb 17, 2011
Out of nearly 20,000 supermarket outlets in Japan, more than 75 percent are local or regional retailers. A very effective way of introducing U.S. beef cuts into these small and middle-sized supermarkets is to appeal to the distributors who are supplying their meat products. Over the past year, USMEF has conducted company-specific seminars that specifically target these regional distributors.
Last year these seminars were held in seven major cities in western and central Japan, including the Chugoku/Shikoku Kinki area. This series proved extremely effective in raising the profile of U.S. beef and boosting consumer interest, as U.S. beef sales by participating companies quadrupled over the prior 12 months. To build on this success, USMEF is continuing the program in 2011 with support from the Beef Checkoff Program and the USDA Market Access Program (MAP).
Last year these seminars were held in seven major cities in western and central Japan, including the Chugoku/Shikoku Kinki area. This series proved extremely effective in raising the profile of U.S. beef and boosting consumer interest, as U.S. beef sales by participating companies quadrupled over the prior 12 months. To build on this success, USMEF is continuing the program in 2011 with support from the Beef Checkoff Program and the USDA Market Access Program (MAP).
Most recently USMEF targeted Hokkaido, Japan's northernmost and second-largest island, conducting a U.S. beef seminar for Higashi Nihon Food, a regional distributor and a subsidiary of Nippon Ham, which is Japan's largest ham and sausage manufacturer and a major purchaser of U.S. red meat. The seminar was particularly aimed at newer members of the sales staff to bolster their knowledge of U.S. beef products.
USMEF staff explained the U.S. beef production system and illustrated the positive culinary attributes of U.S. beef, including the unique characteristics that differentiate it from domestic and other imported beef. The seminar also included a cutting demonstration and tasting session. A similar program is planned for sales personnel from neighboring Tohoku, which makes up the northeastern portion of Honshu, Japan's largest island. Between the two seminars, USMEF will have face-to-face contact with more than 300 sales representatives who cover an area with a total population of more than 15 million.
“Although Tohoku and Hokkaido are removed from Japan's most densely populated metropolitan areas, they still hold excellent growth opportunities for U.S. beef,” said Takemichi Yamashoji, senior marketing director for USMEF-Japan. “There are regional markets within Japan with significant untapped potential, and the northeastern region is a great example.”
U.S. beef achieved stellar growth in Japan in 2010, increasing by 36 percent in both volume (124,561 metric tons or nearly 275 million pounds) and value ($639.5 million), making it the third-largest export destination in both categories.
USMEF staff explained the U.S. beef production system and illustrated the positive culinary attributes of U.S. beef, including the unique characteristics that differentiate it from domestic and other imported beef. The seminar also included a cutting demonstration and tasting session. A similar program is planned for sales personnel from neighboring Tohoku, which makes up the northeastern portion of Honshu, Japan's largest island. Between the two seminars, USMEF will have face-to-face contact with more than 300 sales representatives who cover an area with a total population of more than 15 million.
“Although Tohoku and Hokkaido are removed from Japan's most densely populated metropolitan areas, they still hold excellent growth opportunities for U.S. beef,” said Takemichi Yamashoji, senior marketing director for USMEF-Japan. “There are regional markets within Japan with significant untapped potential, and the northeastern region is a great example.”
U.S. beef achieved stellar growth in Japan in 2010, increasing by 36 percent in both volume (124,561 metric tons or nearly 275 million pounds) and value ($639.5 million), making it the third-largest export destination in both categories.
Out of nearly 20,000 supermarket outlets in Japan, more than 75 percent are local or regional retailers. A very effective way of introducing U.S. beef cuts into these small and middle-sized supermarkets is to appeal to the distributors who are supplying their meat products. Over the past year, USMEF has conducted company-specific seminars that specifically target these regional distributors.
Last year these seminars were held in seven major cities in western and central Japan, including the Chugoku/Shikoku Kinki area. This series proved extremely effective in raising the profile of U.S. beef and boosting consumer interest, as U.S. beef sales by participating companies quadrupled over the prior 12 months. To build on this success, USMEF is continuing the program in 2011 with support from the Beef Checkoff Program and the USDA Market Access Program (MAP).
Last year these seminars were held in seven major cities in western and central Japan, including the Chugoku/Shikoku Kinki area. This series proved extremely effective in raising the profile of U.S. beef and boosting consumer interest, as U.S. beef sales by participating companies quadrupled over the prior 12 months. To build on this success, USMEF is continuing the program in 2011 with support from the Beef Checkoff Program and the USDA Market Access Program (MAP).
Most recently USMEF targeted Hokkaido, Japan’s northernmost and second-largest island, conducting a U.S. beef seminar for Higashi Nihon Food, a regional distributor and a subsidiary of Nippon Ham, which is Japan’s largest ham and sausage manufacturer and a major purchaser of U.S. red meat. The seminar was particularly aimed at newer members of the sales staff to bolster their knowledge of U.S. beef products.
USMEF staff explained the U.S. beef production system and illustrated the positive culinary attributes of U.S. beef, including the unique characteristics that differentiate it from domestic and other imported beef. The seminar also included a cutting demonstration and tasting session. A similar program is planned for sales personnel from neighboring Tohoku, which makes up the northeastern portion of Honshu, Japan’s largest island. Between the two seminars, USMEF will have face-to-face contact with more than 300 sales representatives who cover an area with a total population of more than 15 million.
“Although Tohoku and Hokkaido are removed from Japan’s most densely populated metropolitan areas, they still hold excellent growth opportunities for U.S. beef,” said Takemichi Yamashoji, senior marketing director for USMEF-Japan. “There are regional markets within Japan with significant untapped potential, and the northeastern region is a great example.”
U.S. beef achieved stellar growth in Japan in 2010, increasing by 36 percent in both volume (124,561 metric tons or nearly 275 million pounds) and value ($639.5 million), making it the third-largest export destination in both categories.
USMEF staff explained the U.S. beef production system and illustrated the positive culinary attributes of U.S. beef, including the unique characteristics that differentiate it from domestic and other imported beef. The seminar also included a cutting demonstration and tasting session. A similar program is planned for sales personnel from neighboring Tohoku, which makes up the northeastern portion of Honshu, Japan’s largest island. Between the two seminars, USMEF will have face-to-face contact with more than 300 sales representatives who cover an area with a total population of more than 15 million.
“Although Tohoku and Hokkaido are removed from Japan’s most densely populated metropolitan areas, they still hold excellent growth opportunities for U.S. beef,” said Takemichi Yamashoji, senior marketing director for USMEF-Japan. “There are regional markets within Japan with significant untapped potential, and the northeastern region is a great example.”
U.S. beef achieved stellar growth in Japan in 2010, increasing by 36 percent in both volume (124,561 metric tons or nearly 275 million pounds) and value ($639.5 million), making it the third-largest export destination in both categories.