U.S. beef was a big hit at the Country Gold Music Festival Oct. 20 in Kumamo...
U.S. beef was a big hit at the Country Gold Music Festival Oct. 20 in Kumamoto, Japan. A booth and cowboy-themed “restaurant” at the festival, was sponsored by the U.S. Meat Export Federation (USMEF) and helped generate excitement about U.S. beef among more than 20,000 music fans at the show.
As it did last year, the USMEF booth proved to be one of the most popular destinations for consumers at the event, and provided more evidence that U.S. beef continues to be popular with many Japanese, according to Greg Hanes, USMEF Japan director. About 800 servings of U.S. ribeye roll, from 40 blocks of ribeye with a specially-formulated “rub” and slow-cooked in barbecue pits, sold out before the event was finished.
The Country Gold Music Festival is the largest outdoor concert in Japan. Since 1989 it has attracted music lovers who enjoy Western U.S. country culture, including Western wear and country music. Though it was held on Kyushu, which is the Southern Island of Japan, consumers came from all over the country, including Tokyo, Osaka and Hokkaido – the Northern-most island – to attend the event.
Fans lined up to buy U.S. beef meals an hour before sales were scheduled to start, according to Hanes. The guests were complimentary about the U.S. product and most commented on how delicious it was.
“Because it’s a large beef-producing area of Japan, consumers from Kyushu know about quality,” says Hanes. “Getting such positive support from the people there really demonstrates how great American beef is.”
The U.S. beef plates, which included Texas-style beans, sold for about $9 per serving, providing consumers with an opportunity to enjoy U.S. beef at an affordable price. Proceeds from the meals will be donated to Ashinaga, a well-known Japanese non-profit organization that supports children whose parents have died, become incapable of working or have other financial hardships that make it difficult to send their children to high school or college. Since its founding in 1969 more than 60,000 children have had Ashinaga support to graduate from various schools.
Twelve representatives from Montana, including Miss Rodeo Montana Megan Hardy, flew in for the event and helped add a festive "real cowboy" atmosphere to the USMEF area by wearing cowboy clothing, and playing roping games and "Montana Golf" with the event’s fans. Hardy, who said there is nothing better than country music, shared her enthusiasm with Japanese fans, enjoying her first trip overseas.
This was the 13th time USMEF has participated in the Country Gold Music Festival, which this year featured four U.S. country western bands.
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, lamb, corn, sorghum and soybean checkoff programs.
– USMEF –
The following photos are available with this release:
Photo 1 – A USMEF cowboy-themed “restaurant” featuring U.S. beef meals attracted many hungry fans during the Country Gold Music Festival in southern Japan.
Photo 2 – Miss Rodeo Montana Megan Hardy helped add a festive cowboy atmosphere to the USMEF area and shared her love for U.S. beef and country music with Japanese fans at the Country Gold Music Festival on Kyushu island in Japan.
Photo 3 – Country music fans in Japan were able to enjoy U.S. beef and listen to four U.S. country western bands as part of the Country Gold Music Festival Oct. 20. For many, it was a unique opportunity to experience Western U.S. country culture.
Photo 4 – Those attending the Country Gold Music Festival in Japan could purchase meals with barbecue smoked U.S. beef ribeye and Texas-style baked beans, but only if they acted quickly as the meals sold out before 3:00 p.m.
