The U.S. Meat Export Federation (USMEF) is combining with soy sauce leader Ki...

The U.S. Meat Export Federation (USMEF) is combining with soy sauce leader Kikkoman Corporation to increase awareness of U.S. pork in Japan by promoting a popular winter dish called Kakuni, made with a square cut of pork boiled in soy sauce and sake.

The program, beginning in late November and ending in mid December, emphasizes the quality, nutritional value, safety and affordability of U.S. chilled pork belly.

“Japan is a competitive market for pork, so the timing is opportune,” USMEF President and CEO Phil Seng said. “Since the Canadians launched a major pork campaign in late October and the Danes are a strong competitor, it is extremely important for us to keep U.S. pork in the consciousness of the consumer.”

U.S. chilled pork exports to Japan have increased 12 percent through September of this year. Last year, Japan was the largest importer of U.S. pork and pork variety meats and accounted for 36 percent of total U.S. pork exports on a volume basis and 50 percent on a value basis.

The program aims to increase U.S. pork purchases by positioning U.S. pork as a nutritious, tasty and safe product that can be consumed every day. The promotion highlights the tenderness of U.S. pork belly and its versatility in the Japanese menu.

“In Japan, taste is king and consistency is queen. U.S. pork is known for its taste and quality, which drives the market and is most important in the eyes of the consumer,” Seng said.

The Kakuni promotion includes print advertisements posted in Tokyo commuter trains featuring the Kakuni dish, the U.S. pork logo and a story of a highly-regarded restaurant owner and chef who prepares the dish with U.S. pork. The story further identifies U.S. pork has little fat and is not heavy.

In the United States, production has evolved to meet growing and changing demands for pork. American pork producers combine genetics with improved production techniques and technology to deliver leaner pork that is more appealing to consumers.

U.S. pork is rich in the vitamin B group, which helps build red blood cells and metabolize protein, carbohydrates and fats.

Additionally, the campaign points out the United States uses three government agencies, the Food and Drug Administration (FDA), the Environmental Protection Agency (EPA) and the Food Safety and Inspection Service (FSIS), to guarantee the safety and sanitation of all U.S. meat by adhering to stringent safety standards and a strict regulatory system.

The competitive unit price makes U.S. pork reasonable to purchase in Japanese retail markets. The price of U.S. pork is up to 41 percent less than the price of domestic pork. This makes U.S. pork a superior value since there is no compromise on quality or safety.

USMEF, using checkoff funds from the National Pork Board, will provide point-of-purchase materials to consumers, such as Kakuni recipe cards and menu booklets. Demonstrators will distribute these materials and prepare Kakuni at over 15 retailers, including large stores Daiei, Ito Yokado and Inayega.

“USMEF has strong relationship with meat buyers in national and leading retail chain stores,” USMEF-Tokyo Pork Manager Yoshihiko Maki said. “We expect participating retail companies will reach a high percentage of increase in U.S. pork belly sales during the campaign period.”

According to research done by Kikkoman, young Japanese housewives expressed the most desire in learning to prepare Kakuni, which is traditionally served during winter months.

“The promotion will help move more U.S. pork product since it comes during the winter time when more people consume meat during the holidays,” Seng said.

Kakuni is prepared by boiling American pork belly in water and sake to condense the pork taste while retaining the juiciness of the pork. The broth is cooled and the fat skimmed off. The dish is seasoned with soy sauce and sugar and finished with vegetables for a refined appearance.

Kikkoman will promote Kakuni in television advertisements and include a recipe booklet in the November 10 issue of Retasu Kurabu or Lettuce Club, a popular national home magazine in Japan. Print advertisements will also appear in other popular magazines such as Kyono Ryouri, which has a circulation of 1.1 million.

Kikkoman will also add a picture of Kakuni on the label of its soy sauce and cooking sake while U.S. pork is labeled with the U.S. pork seal.

To view a sample of the U.S. Meat Export Federation Kakuni pork magazine advertisement, click the following link:

Kakuni pork magazine advertisement

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, sorghum and soybean checkoff programs.

– USMEF –