Japan Market Poses Challenges, Opportunities for U.S. Beef in 2007: Part II

Though the market for some U.S. beef in Japan reopened in 2006, it hasn’t all been smooth sailing. Greg Hanes is the Japan Director for the U.S. Meat Export Federation.  He says competition from other countries is one of the significant issues U.S. beef exporters must face.

Hanes points to the USMEF’s “We Care” campaign as a tool U.S. beef exporters are using to restore confidence in U.S. beef among consumers in Japan. The campaign includes advertising, promotions and direct contact with important Japanese audiences.

One of the challenges in Japan since reintroduction of U.S. beef has been the fact that exports are limited to product from animals less than 20 months of age.  Hanes says this may require producers to re-think some of their animal-raising practices if they want to be part of this market. 

Despite negative publicity about U.S. beef in Japan before the market re-opening, Hanes believes attitudes are slowly changing, and there’s great opportunity for U.S. exporters and producers in the country coming down the road.

The U.S. Meat Export Federation is the trade association responsible for developing international markets for the U.S. red meat industry.  It is funded by USDA, exporting companies, and the beef, pork, lamb, corn, sorghum and soybean checkoff programs.