Weekly USMEF Audio Report: Ohio “Pork and Beans” Support Promotes U.S. Pork Ribs in Japan...

Oct. 6, 2009 - Support from Ohio pork and soybean producers is helping the U.S. Meat Export Federation introduce pork ribs to a wider range of consumers in Japan, which is traditionally the U.S. pork industry’s highest-value export market. Pork Checkoff support from the Ohio Pork Producers Council (OPPC) has been used throughout August and September to promote U.S. pork ribs at more than 100 Ito Yokado supermarkets in theTokyoarea. Ito Yokado is Japan’s second-largest retail grocery chain.

An important aspect of the promotion is the use of “kitchen stations” at key Ito Yokado locations where customers can sample U.S. pork back ribs and receive tips on how to prepare and cook them. Pork ribs are a relatively new item to the Japan market, but they are quickly gaining traction with Japanese consumers.

Jean Bell, aZanesville,Ohio, pork producer who chairs OPPC’s demand enhancement committee, and Randy Brown, a pork producer from Morral,Ohio, who serves on the OPPC board of directors, provide their thoughts on the pork rib promotion and the importance of further expanding U.S. pork exports to Japan.

 

Kitchen stations in Japan’s Ito Yokado supermarkets allow customers
to sample U.S. pork ribs and to obtain recipe ideas and cooking tips

Further support from Ohio agriculture will allow the rib promotion to continue into the fall months. Soybean checkoff funding provided by the Ohio Soybean Council will allow USMEF to extend the Ito Yokado pork rib promotions through October and to explore other retail opportunities for U.S. pork ribs.

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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 and soybean checkoff programs.

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