Opening Remarks | Press Conference For Japanese Consumer MediaByPhilip M. Sen...

Opening Remarks

Press Conference For Japanese Consumer Media
By
Philip M. Seng, President and CEO
U.S. Meat Export Federation
January 25, 2001
Osaka, Japan

Minister-Counselor for Agricultural Affairs Susanne Hale, U.S. Department of Agriculture Dairy, Livestock and Poultry Division Director Howard Wetzel and members of the Japanese media, I am honored to be here today talk with you about the safety of U.S. beef.

Since the announcement by the Japanese Ministry of Agriculture last September that a case of bovine spongiform encephalopathy, or BSE, had been discovered here, the U.S. Meat Export Federation has worked diligently to help consumers here know that the United States has been working for more than a decade to keep BSE out of our country. In fact, our system exceeds OIE international standards of surveillance by more than 10 times. We are so confident in our system that every container of beef now shipped to Japan carries a statement backed by the U.S. government assuring consumers that we do not have BSE in America.

Japanese consumers should know that their government only allows the import of beef from countries without BSE. But they should also know that even before this action was taken by MAFF, all of the countries supplying beef to consumers here – the U.S., Australia, Canada and New Zealand – were then and now remain BSE-free. These countries have policies and procedures in place to keep the infection from spreading to their domestic herds. So Japanese consumers can be assured of the safety of the imported beef they buy from their grocers or enjoy at their favorite restaurants.

Based on MAFF statistics, USMEF estimates that total beef imports to Japan in 2001 from all sources will be down 8½ percent from 2000; most of this decline came in the fourth quarter, where we estimate imports will be off more than 26 percent. We also estimate that after a record year for imports from the U.S. in 2000, imports from the U.S. will be off 14 percent in 2001, and we will have a 31 percent drop during the last quarter. This decline in imports undoubtedly reflects the anxiety Japanese consumers felt after the discovery of the disease here in their domestic herd. What they may not have considered is that they also gave up important nutrients contained in beef by eating less of it.

Since Japan is our No. 1 customer, this decline in sales has impacted the U.S. industry. It also has had an impact here, however, as we hear daily of Japanese companies that are in financial trouble because they depend on revenues generated by the sales of imported meats. More than 70 percent of the beef the Japanese consume comes from outside its borders and from sources that are BSE-free. And yet these Japanese companies, and all they employ, are suffering from the anxiety Japanese consumers are feeling.

Shortly after the announcement of BSE here in Japan, USMEF launched its “Anshin,” anxiety-free campaign. It was designed to provide fact-based information about U.S. beef production processes and how these processes have worked to keep BSE out of our country. Many of you in this room helped tell this story to consumers and we want to thank you for your efforts.

Our system is what is known as “transparent” – everything is done out in the open, so to speak, where everyone can see. We want our consumers to know and understand how industry, science and the government work hand in hand to make it difficult for animal and human diseases to enter, or if present, to survive our producing and processing environment. Safety is our first priority – from the farm right to your table. Every piece of beef, whether consumed in America or here in Japan, must meet these same strict standards.

We understand that housewives here in Japan – just like those in America – have a responsibility to protect their family’s health. But they also have the right to learn and understand facts about the beef they eat, to know how it is grown and processed, and to understand the commitment of U.S. farmers and ranchers to beef quality assurance.      

That’s why I’m especially happy to be here today to announce that USMEF and the U.S. industry are launching a new phase in its informational effort to inform Japanese consumers about the safety of our beef. We are using all resources available to develop and execute an informational campaign beginning as quickly as possible. Consumers can look forward to finding information about U.S. beef in their local newspapers, on television and radio, and in their local supermarket or favorite restaurant. In addition, we will provide members of the media with access to information about our products and safety systems, so that you can learn and then report to your readers and listeners.

But this effort will not end at safety. We believe strongly, and we believe science has shown, that beef should be part of a balanced and healthful diet. Our campaign, therefore, will include food education, or “shoku iku,” as well. We will provide science-based nutrition news to help consumers better understand the role beef plays in providing the zinc, iron, protein and B-vitamins their families need to remain strong and healthy.

We have decided also that this effort cannot be “hanabi,” or fireworks, something that happens once and then is gone. The U.S. and Japan have worked together for more than 25 years to put safe, healthful and high-quality U.S. beef on the tables of Japanese consumers. It has been a long-term partnership that we wish to retain and so we will use this effort to build a new bridge between our industry and Japanese consumers.

Thank you for you attention and as I said earlier, we want you to know about our industry … so I would like to now open the floor to questions for Mr. Wetzel or myself … 

 

Cutline:The press conference in Osaka was attended by more than 60 members of the Japanese consumer and trade press to announce the beginning of the second phase of USMEF promotions.

 

Cutline: The press caught up with Phil during a visit to a Daiei store in Osaka.