USMEF Audio: Innovative New Beef Cuts Boost U.S. Exports to Japan

Published: Aug 06, 2008

(Audio with Philip Seng, president and CEO of the U.S. Meat Export Federation)

With Japan accepting only U.S. beef from cattle 20 months of age and younger, finding adequate supply to serve this market has been a challenge for the U.S. Meat Export Federation (USMEF), which is attempting to rebuild as much of the Japan export volume as possible while utilizing a much smaller fraction of the cattle herd. Understanding that the bulk of U.S. beef exports to Japan before December 2003 consisted of 12 cuts of meat, USMEF devised an innovative strategy and research program to develop 17 unique new beef cuts that would appeal to Japanese consumers and help increase sales.

As USMEF President and CEO Philip Seng explains, the beef industry needed to find a way to yield more products from this limited supply of cattle, in order for Japan to regain its place among the top market for U.S. beef exports.

Audio Clip #1: :28 Outcue: “… this year especially. ”

He explained that the introduction of new beef cuts into Japan really consistent of three major components: product development; introduction of the cuts to wholesale and retail outlets in Japan, and effective marketing to Japanese consumers.

Audio Clip #2 :24 Outcue: “… the Japanese cuisine.”

The project’s success is translating into a growing presence of U.S. beef in Japan, as this year’s total beef exports to Japan have risen sharply. Once the single largest market for U.S. beef, Japan has climbed back to the No. 3 spot behind Mexico and Canada. Total beef exports to Japan in 2008 are nowexpected to increase by about 35 percent over 2007.

Audio Clip #3 :16 Outcue: “… time in Japan.”

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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, sorghum and soybean checkoff programs.