The U.S. Meat Export Federation (USMEF) is sponsoring the “AmericanPorkVill...

The U.S. Meat Export Federation (USMEF) is sponsoring the “American Pork Village” on April 17 at the upcoming Bridgestone Indy Japan 300. More than 100,000 people are expected to attend the three-day event (April 15-17) at the Twin Ring Motegi Super Speedway in Motegi, Japan.

The American Pork Village, in front of the speedway’s main entrance, will feature a U.S. pork barbecue restaurant along with cooking seminars, bingo and free sampling sessions. This venue provides consumers a firsthand opportunity to taste delicious U.S. pork and discover its superior quality and nutritional value. For the second consecutive year, USMEF received funding from the Nebraska Soybean Board (NSB) to sponsor this event.

“This is a particularly successful promotion for us due to the popularity, size and media coverage of the Bridgestone Indy Japan 300. It provides a great opportunity to continue to increase awareness of and educate consumers about the health and nutritional aspects of U.S. pork,” said USMEF President Phil Seng. “Japan, our largest export market, continues to show an increased appreciation of and demand for high-quality, rich-tasting U.S. pork. Japanese consumers prefer a more marbled pork product so the pork produced in the Midwest is highly valued there.”

Last year’s “American Meat Village Charity Restaurant” attracted thousands who enjoyed the American meat combo plate consisting of pork ribs and roast beef. USMEF interviewed 288 of the many visitors to the charity restaurant and nearly half (48 percent) of those interviewed had not previously purchased U.S. pork. Of those surveyed, 59 percent reported their image of U.S. pork changed for the better after tasting the pork spare rib. More than 75 percent indicated they would purchase U.S. pork and beef now that they had tried it. In addition, 370 members of the media tasted U.S. pork and interviewed USMEF and NSB representatives.

This year’s promotion will feature cooking seminars to demonstrate how to prepare “kailuapork,” a Dutch oven recipe, and “pork sauté with berry sauce,” a grill recipe. Each cooking demonstration will include a sampling party, which is a proven way to help gain consumer acceptance and preference for U.S. pork.

“The Indy 300 event is an ideal venue for sharing the message with Japanese consumers that U.S. pork is safe, nutritious and a good value. When I explain that my family eats the same U.S. pork they do, they are reassured that our product is safe and of high quality,” said Richard Swartz, an NSB member, who will be participating in the American Pork Village. “Events such as these create demand for value-added pork exports and that’s good for both producers and soybean farmers.”

According to the United Soybean Board, nearly 97 percent of soybean meal produced in the U.S. is destined for the livestock sector. Soybean meal is particularly efficient in the production of U.S. pork and every pound of pork exported overseas represents the utilization of 1.5 pounds of soybeans.

“Our partnership with the Nebraska Soybean Board is a good example of how working together enables USMEF to participate in major events, such as the Indy Japan 300, where we can attract the attention of more consumers with the message that U.S. red meat products are nutritious, delicious and affordable,” said Seng. “And as last year’s survey confirms, once consumers taste our products, they are more motivated to buy them.”

In 2003, U.S. pork (including variety meat) exports totaled 757,905 metric tons (mt), up from 726,357 mt in 2002, according to USDA statistics, with Japan as the industry’s leading market. The value of U.S. pork exports rose five percent to $1.582 billion in 2003, breaking the record set in 2001.

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 –

To view photos of USMEF’s participation at the 2003 Bridgestone Indy Japan 300 click on the links below:

Photo 1:   The American Meat Village Charity Restaurant was located at the main entrance of the Twin Ring Motegi Super Speedway in Motegi, Japan.

Photo 2:  Thousands enjoyed the American meat combo plate consisting of pork ribs and roast beef including this young Japanese consumer.