USMEF hosts contest-winning families, magazine writer from Japan
USMEF hosts contest-winning families, magazine staff from Japan
Two families from Japan are experiencing an up-close look at Colorado's beef industry, during a week-long tour sponsored by USMEF in cooperation with the popular Japanese magazine Saita.
A monthly publication with a circulation of 350,000, Saita appeals to readers in Japan with a strong interest in family life, cooking and cuisine. The magazine has a particularly strong following among women in the 30-to-50 age group that have children – a core consumer target audience for the beef industry as it strives to build demand for U.S. beef in Japan.
The magazine held a contest earlier this summer to select the winning participants for the Colorado tour. Contestants submitted entries to Saita in which they wrote essays outlining what they felt they would learn about American beef, cuisine and culture if they went on this tour, and how this experience would help increase the understanding of American beef in Japan. USMEF then selected the two winning families based on their responses. A writer and photographer from Saita are also accompanying the group.
“By working with Saita to bring these families to the United States to get a hands-on look at U.S. beef production, we are able to reach out to our target audience and provide them a unique perspective from their own peer group,” said USMEF’s Japan Director Greg Hanes. “Reading and seeing photos of their experiences creates a more intimate understanding of the U.S. industry. This greatly increases consumer trust and confidence, since it is coming directly from their peers.”
The tour began with a visit to Running Creek Ranch near Elizabeth, Colo., where the visitors learned about the process of raising cattle and other livestock on a family ranching operation, and enjoyed an outdoor beef barbeque.
“The group was very impressed with the wide-open spaces of the ranch and how well the cattle are cared for,” said Ms. Tazuko Hijikata, senior manager of consumer affairs with USMEF’s Japan operation, who accompanied the group. “They actually got to help feed the cattle, which was really a neat experience for them.”
Afterward, they toured Tony’s Meats for a look at one of the Denver metro area’s best-known retail meat outlets. They also enjoyed dinner and country music at the Trail Dust Steakhouse.
The group then moved on to Colorado’s high country for a cooking demonstration at the Beaver Creek Chophouse in Beaver Creek, and a stay at the Steamboat Grand Resort in Steamboat Springs. While in the Steamboat Springs area, they learned how to saddle horses and participated in a three-hour cattle drive at Saddleback Ranch.
“The cattle drive was just awesome,” said Hijikata. “It was the best experience for them – one they could never have in Japan.”
After the families return to Japan, Saita will run a four-page, full-color spread about the tour, including what the participants learned about U.S. beef production, the food they enjoyed (including recipes for some of the menu items), and their impressions of the ranches and other businesses that were visited.
“Their experience will be shared with hundreds of thousands of Saita readers, which is an extremely valuable audience,” said Hijikata. “One of the participants also has a very popular blog, which is read by many mothers and consumers in Japan.”
The tour concludes Friday, Aug. 8, with a scenic return to Denver through Rocky Mountain National Park. Hijikata says the group will have a hard time saying goodbye to Colorado.
“They love all the nature and beautiful open space. They all say they wish they could live here.”
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USMEF hosts contest-winning families, magazine staff from Japan
Two families from Japan are experiencing an up-close look at Colorado's beef industry, during a week-long tour sponsored by USMEF in cooperation with the popular Japanese magazine Saita.
A monthly publication with a circulation of 350,000, Saita appeals to readers in Japan with a strong interest in family life, cooking and cuisine. The magazine has a particularly strong following among women in the 30-to-50 age group that have children – a core consumer target audience for the beef industry as it strives to build demand for U.S. beef in Japan.
The magazine held a contest earlier this summer to select the winning participants for the Colorado tour. Contestants submitted entries to Saita in which they wrote essays outlining what they felt they would learn about American beef, cuisine and culture if they went on this tour, and how this experience would help increase the understanding of American beef in Japan. USMEF then selected the two winning families based on their responses. A writer and photographer from Saita are also accompanying the group.
“By working with Saita to bring these families to the United States to get a hands-on look at U.S. beef production, we are able to reach out to our target audience and provide them a unique perspective from their own peer group,” said USMEF’s Japan Director Greg Hanes. “Reading and seeing photos of their experiences creates a more intimate understanding of the U.S. industry. This greatly increases consumer trust and confidence, since it is coming directly from their peers.”
The tour began with a visit to Running Creek Ranch near Elizabeth, Colo., where the visitors learned about the process of raising cattle and other livestock on a family ranching operation, and enjoyed an outdoor beef barbeque.
“The group was very impressed with the wide-open spaces of the ranch and how well the cattle are cared for,” said Ms. Tazuko Hijikata, senior manager of consumer affairs with USMEF’s Japan operation, who accompanied the group. “They actually got to help feed the cattle, which was really a neat experience for them.”
Afterward, they toured Tony’s Meats for a look at one of the Denver metro area’s best-known retail meat outlets. They also enjoyed dinner and country music at the Trail Dust Steakhouse.
The group then moved on to Colorado’s high country for a cooking demonstration at the Beaver Creek Chophouse in Beaver Creek, and a stay at the Steamboat Grand Resort in Steamboat Springs. While in the Steamboat Springs area, they learned how to saddle horses and participated in a three-hour cattle drive at Saddleback Ranch.
“The cattle drive was just awesome,” said Hijikata. “It was the best experience for them – one they could never have in Japan.”
After the families return to Japan, Saita will run a four-page, full-color spread about the tour, including what the participants learned about U.S. beef production, the food they enjoyed (including recipes for some of the menu items), and their impressions of the ranches and other businesses that were visited.
“Their experience will be shared with hundreds of thousands of Saita readers, which is an extremely valuable audience,” said Hijikata. “One of the participants also has a very popular blog, which is read by many mothers and consumers in Japan.”
The tour concludes Friday, Aug. 8, with a scenic return to Denver through Rocky Mountain National Park. Hijikata says the group will have a hard time saying goodbye to Colorado.
“They love all the nature and beautiful open space. They all say they wish they could live here.”
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