USMEF-Japan Enhances Tasting Demonstrations with Information on Safety, Nutrition ...
USMEF-Japan Enhances Tasting Demonstrations with Information on Safety, Nutrition
Consumers in most markets are becoming increasingly cautious about the food items they purchase. This is particularly true in Japan, due in great part to some recent food safety-related recalls of imported food products. Though these problems were not related to any U.S. products, U.S. pork and beef must still battle the misperception that all imported products may be less safe or of lesser quality than meat that is produced locally.
USMEF research indicates that information provided at the point of purchase is often the most important for influencing consumer behavior. With this in mind, USMEF has developed an enhanced training program for the tasting demonstrators who interface directly with consumers. Not only do tasting demonstrations allow consumers to compare the excellent flavor of U.S. meats to domestic products, they also provide a unique opportunity to present additional important information in a one-on-one setting.
To support this educational effort, USMEF is working with Aiyako Matsuda – known as the “Charisma Demonstrator” in Japan - to develop two special training DVDs. One version is specifically dedicated to U.S. pork, while the other focuses on U.S. beef.
Formerly a tasting demonstrator at retail and department stores, Ms. Matsuda has written several popular books highlighting her uniquely successful techniques that have been proven to increase sales and build trust among consumers. These techniques are incorporated into the training DVDs and play a key role in the new educational program being implemented for key accounts in Japan.
These educational DVDs provide effective techniques for building trust with consumers, and emphasize the importance of proper communication and body language when interacting with shoppers. The DVDs also include important safety and nutrition facts that assist demonstrators in directly conveying their knowledge and confidently answering questions from consumers. Techniques for increasing sales are also illustrated, including the suggestion of recipes that will enhance consumers’ enjoyment of the product. In addition to the DVD, key points are also summarized in small leaflets the demonstrators can carry with them for easy reference while working in the field.
The first training series was recently conducted with one of Japan’s largest nationwide retailers. USMEF conducted a U.S. beef and pork “train the trainers” seminar for more than 40 lead demonstrators at Colormy, which is the company that provides tasting demo personnel to retailers. The interactive, six-hour training session incorporated the educational DVD, additional seminar information, in-kitchen training, role playing to confirm and enforce the skills developed during the program, and an extensive Q&A session. The retailer’s firm commitment to this program was further demonstrated when information explaining the USMEF program and its benefits was presented to a gathering of meat managers from 133 of its outlets throughout Japan.
Consumers enjoy U.S. beef at a recent retail tasting demonstration in Japan
The first tasting demonstrations under this program were recently held at 20 of the retailer’s 2,009 locations. These demonstrators promoted U.S. sirloin steak, chuck eye roll steak and chuck eye roll thin slice. During the weekend the demonstrations were held, U.S. beef sales at these 20 outlets increased by more than 50 percent compared with tasting demonstrators held a year earlier. Sales increased by 273 percent when compared with sales using no tasting demonstrations at the same outlets one week earlier.
“We were very excited to be the first company to work with USMEF on this project and the results have been better than we expected. We plan to continue to expand this to more and more outlets,” noted the retail chain’s meat procurement manager.
According to the survey of tasting demonstrators who took part in the training program, great confidence was gained in their ability to promote U.S. beef products and to provide accurate information about the safety and positive attributes of U.S. beef. The demonstrators also felt their promotional skills were enhanced by the training program – a feeling strongly reinforced by the increase in sales.
“We are very pleased by the results we have seen from this enhanced training program,” said USMEF Japan Director Gregory Hanes. “It helps us create a more personal connection and build trust with the consumer, and that seems to translate very well into sales growth. Over the course of the year, this program will definitely be expanded to other major retailers.”
USMEF-Japan Enhances Tasting Demonstrations with Information on Safety, Nutrition
Consumers in most markets are becoming increasingly cautious about the food items they purchase. This is particularly true in Japan, due in great part to some recent food safety-related recalls of imported food products. Though these problems were not related to any U.S. products, U.S. pork and beef must still battle the misperception that all imported products may be less safe or of lesser quality than meat that is produced locally.
USMEF research indicates that information provided at the point of purchase is often the most important for influencing consumer behavior. With this in mind, USMEF has developed an enhanced training program for the tasting demonstrators who interface directly with consumers. Not only do tasting demonstrations allow consumers to compare the excellent flavor of U.S. meats to domestic products, they also provide a unique opportunity to present additional important information in a one-on-one setting.
To support this educational effort, USMEF is working with Aiyako Matsuda – known as the “Charisma Demonstrator” in Japan - to develop two special training DVDs. One version is specifically dedicated to U.S. pork, while the other focuses on U.S. beef.
Formerly a tasting demonstrator at retail and department stores, Ms. Matsuda has written several popular books highlighting her uniquely successful techniques that have been proven to increase sales and build trust among consumers. These techniques are incorporated into the training DVDs and play a key role in the new educational program being implemented for key accounts in Japan.
These educational DVDs provide effective techniques for building trust with consumers, and emphasize the importance of proper communication and body language when interacting with shoppers. The DVDs also include important safety and nutrition facts that assist demonstrators in directly conveying their knowledge and confidently answering questions from consumers. Techniques for increasing sales are also illustrated, including the suggestion of recipes that will enhance consumers’ enjoyment of the product. In addition to the DVD, key points are also summarized in small leaflets the demonstrators can carry with them for easy reference while working in the field.
The first training series was recently conducted with one of Japan’s largest nationwide retailers. USMEF conducted a U.S. beef and pork “train the trainers” seminar for more than 40 lead demonstrators at Colormy, which is the company that provides tasting demo personnel to retailers. The interactive, six-hour training session incorporated the educational DVD, additional seminar information, in-kitchen training, role playing to confirm and enforce the skills developed during the program, and an extensive Q&A session. The retailer’s firm commitment to this program was further demonstrated when information explaining the USMEF program and its benefits was presented to a gathering of meat managers from 133 of its outlets throughout Japan.
Consumers enjoy U.S. beef at a recent retail tasting demonstration in Japan
The first tasting demonstrations under this program were recently held at 20 of the retailer’s 2,009 locations. These demonstrators promoted U.S. sirloin steak, chuck eye roll steak and chuck eye roll thin slice. During the weekend the demonstrations were held, U.S. beef sales at these 20 outlets increased by more than 50 percent compared with tasting demonstrators held a year earlier. Sales increased by 273 percent when compared with sales using no tasting demonstrations at the same outlets one week earlier.
“We were very excited to be the first company to work with USMEF on this project and the results have been better than we expected. We plan to continue to expand this to more and more outlets,” noted the retail chain’s meat procurement manager.
According to the survey of tasting demonstrators who took part in the training program, great confidence was gained in their ability to promote U.S. beef products and to provide accurate information about the safety and positive attributes of U.S. beef. The demonstrators also felt their promotional skills were enhanced by the training program – a feeling strongly reinforced by the increase in sales.
“We are very pleased by the results we have seen from this enhanced training program,” said USMEF Japan Director Gregory Hanes. “It helps us create a more personal connection and build trust with the consumer, and that seems to translate very well into sales growth. Over the course of the year, this program will definitely be expanded to other major retailers.”