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USMEF-Japan Debuts Pork Butt on Facebook

Published: Mar 16, 2011
Meat industry professionals know the pork CT (cellar trimmed) butt is a flavorful and versatile cut, but Japanese consumers are not so familiar with it. To spread the word, USMEF-Japan has launched an Internet-based campaign to raise awareness of the pork butt and encourage consumers to try it in several recipes. Support for the campaign is being provided by the Pork Checkoff and USDA’s Market Access Program (MAP).

The campaign, which started March 1 and runs through May 8, gives Japanese consumers four different U.S. pork butt recipes and allows them to vote for their favorite. All contestants must provide statements supporting their favorite recipe.

The four recipes highlighted in the campaign are:

• U.S. Pork “Tatsuta-age” (crispy-fried) Salad
• Steamed U.S. Pork and Sweet Potato
• Fried Sour U.S. Pork
• Roast U.S. Pork

The pork butt campaign will be open to consumers through USMEF-Japan’s website as well as its mobile website. Details will be sent to USMEF-Japan’s followers on Twitter and will be posted on a new Facebook site. Facebook has only recently begun to gain in popularity in Japan, boosted by the recent “Social Network” movie.
As incentive for consumers to follow and respond to the campaign, USMEF will be awarding 1 kilogram (2.2 pounds) of pork CT butt each to 100 winners selected based on the creativity of their answers.

“U.S. pork has been the top imported pork in Japan for six consecutive years, but there are many new cuts and recipes for consumers to experience and enjoy,” said Takemichi Yamashoji, USMEF-Japan senior marketing director. “As consumers learn more about the CT butt, they will appreciate its flavor as well as the fact that it is nutritionally rich and low in fat and calories.”

Click here to see the pork CT butt campaign website.

Japan was the top value market for U.S. pork exports in 2010, purchasing 434,923 metric tons (958.8 million pounds) valued at a record of more than $1.6 billion. In January 2011, U.S. pork exports to Japan were up 28 percent in volume and 24 percent in value over January 2010.