U.S. Pork Loin Penetrates Japan’s Corporate Cafeteria Sector

U.S. pork industry strategies to develop merchandising opportunities for the pork loin took a step forward in Japan’s institutional sector this summer. Dishes with U.S. pork loin were promoted in cafeterias of 17 major corporations in Japan, already the top export market for the loin.

The promotions followed six months of research, planning and menu development with Shidax Corporation, a major Japanese food service and contract catering provider that operates hundreds of institutional and corporate cafeterias across Japan.

For the promotions, American pork menus were provided to cafeterias of major corporations, including Meiji Yasuda Life Insurance, Nippon Television Network Corporation, TV Asahi and Kyodo News. Large display boards, placemats and tent cards promoting U.S. pork and the featured dishes were prominently displayed in each cafeteria. Dishes included pork steak, ginger pork and Taiwanese braised pork.

“While Shidax had previously used Canadian, Mexican and domestic pork, it incorporated American pork for the first time for this promotion,” says USMEF Japan Director Tatsuru Kasatani. “Chefs recognized the high quality of American pork during the trial preparation phase, and the company is now considering its continued use.”

The promotions were made possible by the National Pork Board, Nebraska Soybean Board, Iowa Corn Promotion Board and USDA’s Market Access Program.