U.S. Beef Gaining in Popularity with Japanese Consumers

Published: Sep 28, 2009

While access for U.S. beef remains limited in Japan, consumers in the former No. 1 export market are more ready than anytime in recent years to chow down on American steaks and beef bowls, according to surveys conducted by USMEF.

Over the past three years, the number of consumers who feel “extremely safe” or “somewhat safe” in consuming U.S. beef have more than doubled from 12.1 percent in 2006 to 30.1 percent in August 2009, according to surveys commissioned by USMEF and conducted by Macromill. Those consumers who feel “not very safe” or “not safe at all” have declined from 62.5 percent to 30.8 percent, while the balance have no firm opinion.

“The message of the quality, safety and wholesomeness of U.S. beef is resonating with Japanese consumers,” said Takemichi Yamashoji, USMEF-Japan senior marketing director. “Our programs are geared toward reinforcing these positive perceptions among consumers and the trade, and the trend is very positive.”

The survey revealed that Japanese consumers look to certain outside information sources to reinforce their confidence in U.S. beef. When asked what would encourage them to buy U.S. beef, the survey participants cited several leading factors:

41 percent said the approval of the safety of U.S. beef by the Government of Japan
23.4 percent said U.S. Government safety guarantees
22.1 percent said safety approvals offered by specialists and celebrities
20.5 percent said safety explanations offered by U.S. producers
14.4 percent said the serving of U.S. beef in well-known restaurants and hotels

Yamashoji noted that USMEF’s programs are targeted toward addressing these areas. For example, through USMEF’s efforts, the historic four-star Hotel Okura in Tokyo recently returned U.S. beef to its restaurant menu. And in a special promotion with York Benimaru, USMEF developed a set of advertisements that featured photos of the retail chain’s meat buyer and his personal endorsement of U.S. beef to the customers of the chain’s 160 stores.

Last fall, USMEF-Japan hosted a scientific seminar addressing the risks of Bovine Spongiform Encephalopathy (BSE) in beef, led by a top global BSE expert, for an audience of more than 80 Japanese government officials, meat industry representatives, media and opinion leaders. A risk management expert stated that there is virtually no risk to Japanese consumers from BSE.

Last month, 100 Japanese families were selected from among 4,000 families that applied to participate in a USMEF barbecue hosted in Tokyo by four representatives from the Nebraska Soybean Board (NSB). The NSB delegation grilled steaks with the families, visited a Japanese cooking school and toured meat industry facilities in the country during their visit.

“Japanese consumers enjoy meeting the producers behind the products they serve their families,” said Yamashoji. “Talking with typical American meat and grain producers puts a face on U.S. beef and pork and reinforces the message of quality.”

Following is a letter Tatsu’s mother sent to USMEF following the event:

Dear USMEF Tokyo,

Thank you very much for having us at the American meat cooking school on the other day. At home I tried out the recipe we had learned at the cooking class with my daughter who is in kindergarten. We had a good time cooking as the dish was easy enough even for little kids to prepare.

I appreciate that I learned many good attributes of American meat, such as being low fat and low calorie, directly from actual American producers at the event.

Luckily, my son had privilege to try cooking with Mr. Gregg, and he learned a lot, not only how to cook, but also other valuable things as well through working with Mr. Gregg. I really appreciate that my son could have such opportunity.

Though I received a business card from Mr. Gregg at the event, I don’t have enough confidence in my English so I am sending this letter to USMEF Tokyo office to pass this over to him. By any chance, could you send the enclosed letter from my son and drawing to Mr. Gregg. It would be very much appreciated.

Minako Mizukami

# # #

The U.S. Meat Export Federation (www.USMEF.org) 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 and soybean checkoff programs.

For more information, contact Jim Herlihy at jherlihy@usmef.org.

USMEF complies with all equal opportunity, non-discrimination and affirmative action measures applicable to it by contract, government rule or regulation or as otherwise provided by law.

Photo for use with this release: NSB Chairman Gregg Fujan, a soybean and corn producer from Weston, Neb., made a personal connection with 11-year-old Tatsu Mizukami at the Joshi Daigaku cooking school, where Japanese families learned to prepare meals using U.S. pork. Tatsu sent Fujan this drawing in thanks for his help.