U.S. Meat Export Federation | USMEF Pork Marketing Efforts Succeeding In Japa...

U.S. Meat Export Federation

USMEF Pork Marketing Efforts Succeeding In Japan

The U.S. Meat Export Federation is maintaining its efforts to increase pork sales to Japan – our No. 1 international pork market – even though the spotlight has been on its labors to recover beef export sales after Japan discovered bovine spongiform encephalopathy (BSE) in its domestic herd last September.

In April, May and June, USMEF conducted foodservice promotions in more than 800 outlets of eight chains, promoting pork loins, tenderloins, spare ribs, picnics and sausages.

One chain illustrates the success of this campaign. It developed a new tonkatsu (a breaded pork loin) item using U.S. chilled pork and offered several other dishes made with U.S. pork. The American pork logo was used on menus and the country of origin was prominently displayed. In addition, USMEF provided detailed information on the U.S. pork production system, domestic and foreign market trends and the profitability of U.S. pork. Unlike many similar companies, this one saw its profits rise 7 percent.

USMEF also began a U.S. retail pork promotion in April, with the slogan: “This Tenderness Grew in the USA, U.S. Pork, Now I know Why It Tastes So Good.” Fifty-six retail chains with 2,190 outlets requested point-of-sale (POS) materials and, through June, participating stores had sold an additional 2,463 metric tons (mt).

Stores used USMEF campaign materials, including U.S. pork recipe cards. In tandem with these promotions, USMEF conducted six retail seminars with regional retailers to inform them about U.S. pork production, the USDA inspection system and to teach U.S. chilled pork-handling procedures. The seminars included a cutting demonstration and ways to attractively package pork spareribs and loins for spring sales. The campaign also included consumer advertising and cooking seminars. 

As part of the U.S. pork campaign, USMEF placed consumer advertisements in 12 magazines in April and May. The ads featured the tenderness of U.S. pork and used the pork seal to remind consumers of U.S. pork when they are shopping at supermarkets. 

For more information on USMEF pork efforts in Japan, read the USMEF news release at /TradeLibrary/News02_0717a.asp

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