TOKYO (March 9, 2001) – Forecasting that U.S. beef exports to Japan will gr...

TOKYO (March 9, 2001) – Forecasting that U.S. beef exports to Japan will grow by 5 percent during 2001, to 366,0000 metric tons (mt), and that pork exports will grow by 10 percent, to 208,000 mt, U. S. Meat Export Federation President and CEO Philip Seng launched the industry's 2001 marketing campaigns here in conjunction with the opening of Asia's largest Food Show, FoodEx.

U.S. beef exports to Japan have more than doubled since 1991, up 225%, while pork exports have more than quadrupled, up 464%, Seng said, "This record of achievement is impressive. The credit for these accomplishments goes to many deserving people, especially the Japanese trade and consumers who have come to know and utilize U.S. meat so faithfully. They know U.S. meat for its taste value, quality, safety and reliability." The 2001 campaign will build on this trust.

"Our message [to Japanese consumers] is that U.S. beef is delicious, safe and 'a natural health food, Nature's Balance'," Seng told the audience. More than 5,500 retailers and restaurants will be involved in the initial push between March 15 and May 31, he noted, under the tagline "Oishii Akaminiku to ieba American Beef (Delicious Akami beef, American Beef)." Newspaper advertising, cooking schools and TV advertising will be conducted throughout the nation as part of this effort.

Seng said the American Pork 2001 Campaign will run May 7 through July 31.  During the campaign, advertising on TV, newspaper ads and magazine ads will be tied to in-store promotion and innovative menuing of a targeted feature.

Seng also reinforced the U.S. commitment to food safety: "I want to emphasize that the USDA, U.S. agriculture in general and the U.S. red meat industry in particular, have elevated food safety to priority No. 1. Every effort is being expended to insure we produce, process and deliver the world's most wholesome products." Noting that countries should not compete for consumers in the area of food safety, Seng said, "countries should cooperate [to assure food safety], based on sound science."

# # #

Phil Seng's, USMEF President and CEO, Speech at Press Conference
March 9. 2001 -- Tokyo, Japan

-- USMEF --

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.