Bringing together thousands of exhibitors and potential customers to establis...
Bringing together thousands of exhibitors and potential customers to establish working relationships is what makes trade shows in Japan a powerful marketing tool.
The U.S. Meat Export Federation (USMEF) participated in three of those trade shows last month in a continued effort to keep Japanese business partners confident and excited about U.S. pork and beef products.
By participating in Super Showcase, FOODEX and Single Buyer Showcase trade shows, USMEF targeted specific audiences and got potential buyers comfortable and confident with the image, labels and high standards of U.S. pork and beef products.
Attending the Super Showcase in Tokyo for the first time, USMEF was part of an event that drew more than 70,000 participants.
“We introduced the latest U.S. pork retail sauce campaign at the show and met with more than 10 target retailers who expressed interest in the promotion,” said USMEF Senior Marketing Director Takemichi Yamashoji. “We also distributed U.S. beef safety information to regain confidence in the product among buyers.”
USMEF also participated in FOODEX, the largest food trade show in Asia, showing a U.S. beef virtual tour video presentation at the booth and providing the latest U.S. beef safety information to visitors.
The video presentation included information on preventative bovine spongiform encephalopathy (BSE) measures, ranch and feedlot operation, slaughtering, fabrication and shipment guidelines. The virtual tour was interactive and gave visitors the opportunity to select what they wanted to watch.
“Most Japanese traders have not visited U.S. beef facilities, so the video provided a good alternative for viewing live footage of U.S. beef production and safety methods,” said Yamashoji. “The video was requested by several traders who wanted to show it to their staff.”
USMEF conducted an opinion poll during the show regarding the purchase of U.S. beef. Of the 4,707 people polled, 32 percent said they would buy U.S. beef, while 52 percent said they would wait and see, and then purchase the product. Only 16 percent said they would not purchase U.S. beef.
Visitors were drawn to the USMEF booth to sample ginger pork and shabu shabu prepared with U.S. pork. After trying U.S. pork, many wanted to learn more about the U.S. product, retail promotions and also chilled pork.
USMEF ended the month of March at the Single Buyer Showcase in Tokyo. Each year the show targets a single company sponsored by the Agricultural Trade Office of Tokyo. This year the featured company was Reins International, which has several restaurant chains including Gyukaku, the largest yakiniku chain in Japan.
Several USMEF members participated in the show to promote their pork products. Pork sausage links, seasoned pork and sliced products were among the U.S. pork items displayed at the USMEF booth. U.S. beef safety information was also available at the booth.
USMEF has found many strong incentives for participating in trade shows. Large numbers of participants provide USMEF an ideal opportunity to present educational material, handling guidelines, health benefits and distribute samples of U.S. meat products.
The shows provide USMEF an outlet for investigating specific needs in markets, gathering feedback and generating awareness among consumers of new cuts and promotions taking place in their markets.
Participating in the large scale Japanese trade shows has helped rebuild confidence in U.S. beef and pique interest in the quality and taste of U.S. pork.
The U.S. Meat Export Federation 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, lamb, sorghum and soybean checkoff programs.
– USMEF –