U.S. Pork, Beef Shine at Japan’s Meat Industry Showcase
U.S. Pork, Beef Shine at Japan’s Meat Industry Showcase
After 36 years, the Meat Industry Showcase remains one of Japan’s most popular meat-related trade shows. This year’s event was the largest ever, drawing more than 66,000 attendees to the Tokyo Big Site over three days. Even more important is the quality of the contacts at the Meat Industry Showcase, as more than 70 percent of visitors are meat industry representatives and decision-makers.
Following a theme of “Why U.S. Meat?” USMEF promoted the advantages of U.S. pork and beef products through tasting demonstrations, recipes and menu recommendations. Participation in the event was supported by Market Access Program (MAP) and checkoff funding.
Visitors sample U.S. pork back ribs at the 36th annual Meat Industry Showcase in Tokyo
Aiming to increase the sales of bone-in pork products such as spare ribs and loin chops, USMEF conducted tasting demonstrations and offered several new menu ideas. To emphasize the difference between U.S. pork and its competitors, USMEF actively promoted skin-on belly and back ribs, which Japanese domestic specifications do not produce. USMEF prepared 10 different samples of branded pork products for a tasting demonstration, in order to highlight the advantages of these value-added products. The display captured positive media coverage, including a Nikkei newspaper article on the growing popularity of U.S. pork back ribs in Japan.
Several U.S. pork industry leaders also attended the Meat Industry Showcase as part of their visit to Japan to examine market conditions and trade opportunities. The group included three National Pork Board (NPB) members, Chief Executive Officer Chris Novak and USMEF Vice Chair Danita Rodibaugh.
“There is definitely a greater appreciation among Japan’s meat buyers for the quality and consistency of American pork,” said Rodibaugh. “The level of interest and excitement is very high – especially for the new products we’ve introduced here, such as pork back ribs. And that is certainly reflected by our expanded presence in the retail meat case.”
Though U.S. pork exports to Japan are down to some extent this year, it is the perennial leader for U.S. pork export value – topping $1.5 billion in both 2008 and 2009. U.S. pork dominates the high-value chilled market in Japan with a 73 percent market share.
USMEF also actively promoted beef barbecue items such as short plate, rib finger, chuck ribs and boneless short ribs. To increase sales of middle meats in Japan, USMEF also featured yakiniku, which is very popular with Korean-style barbecue restaurants. But in response to foodservice representatives’ need for more economical menu suggestions, USMEF offered samples of Chadlbegi – a dish prepared with thinly sliced, non-marinated cuts of U.S. beef brisket.
With U.S. Agriculture Secretary Tom Vilsack visiting Japan at the time of the event, the issue of U.S. beef imports drew a high level of media attention including coverage from Japanese television networks NHK and TV Tokyo.
Through February, total U.S. beef exports to Japan are up 45 percent in volume (to 11,660 metric tons or 25.7 million pounds) and 35 percent in value (to $58.6 million) over the same period in 2009.
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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.
USMEF complies with all equal opportunity, non-discrimination and affirmative action measures applicable to it by contract, government rule or regulation or as otherwise provided by law.
U.S. Pork, Beef Shine at Japan’s Meat Industry Showcase
After 36 years, the Meat Industry Showcase remains one of Japan’s most popular meat-related trade shows. This year’s event was the largest ever, drawing more than 66,000 attendees to the Tokyo Big Site over three days. Even more important is the quality of the contacts at the Meat Industry Showcase, as more than 70 percent of visitors are meat industry representatives and decision-makers.
Following a theme of “Why U.S. Meat?” USMEF promoted the advantages of U.S. pork and beef products through tasting demonstrations, recipes and menu recommendations. Participation in the event was supported by Market Access Program (MAP) and checkoff funding.
Visitors sample U.S. pork back ribs at the 36th annual Meat Industry Showcase in Tokyo
Aiming to increase the sales of bone-in pork products such as spare ribs and loin chops, USMEF conducted tasting demonstrations and offered several new menu ideas. To emphasize the difference between U.S. pork and its competitors, USMEF actively promoted skin-on belly and back ribs, which Japanese domestic specifications do not produce. USMEF prepared 10 different samples of branded pork products for a tasting demonstration, in order to highlight the advantages of these value-added products. The display captured positive media coverage, including a Nikkei newspaper article on the growing popularity of U.S. pork back ribs in Japan.
Several U.S. pork industry leaders also attended the Meat Industry Showcase as part of their visit to Japan to examine market conditions and trade opportunities. The group included three National Pork Board (NPB) members, Chief Executive Officer Chris Novak and USMEF Vice Chair Danita Rodibaugh.
“There is definitely a greater appreciation among Japan’s meat buyers for the quality and consistency of American pork,” said Rodibaugh. “The level of interest and excitement is very high – especially for the new products we’ve introduced here, such as pork back ribs. And that is certainly reflected by our expanded presence in the retail meat case.”
Though U.S. pork exports to Japan are down to some extent this year, it is the perennial leader for U.S. pork export value – topping $1.5 billion in both 2008 and 2009. U.S. pork dominates the high-value chilled market in Japan with a 73 percent market share.
USMEF also actively promoted beef barbecue items such as short plate, rib finger, chuck ribs and boneless short ribs. To increase sales of middle meats in Japan, USMEF also featured yakiniku, which is very popular with Korean-style barbecue restaurants. But in response to foodservice representatives’ need for more economical menu suggestions, USMEF offered samples of Chadlbegi – a dish prepared with thinly sliced, non-marinated cuts of U.S. beef brisket.
With U.S. Agriculture Secretary Tom Vilsack visiting Japan at the time of the event, the issue of U.S. beef imports drew a high level of media attention including coverage from Japanese television networks NHK and TV Tokyo.
Through February, total U.S. beef exports to Japan are up 45 percent in volume (to 11,660 metric tons or 25.7 million pounds) and 35 percent in value (to $58.6 million) over the same period in 2009.
# # #
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.
USMEF complies with all equal opportunity, non-discrimination and affirmative action measures applicable to it by contract, government rule or regulation or as otherwise provided by law.