In response to a request by Spark, a leading Japanese regional supermarket chain, USMEF promoted the nutritional value of U.S. beef in a consumer event in Hiroshima. With funding from the USDA Market Access Program (MAP), the Pork Checkoff and the Beef Checkoff Program, USMEF set up a display and distributed 2,500 samples of U.S. beef.
“Fureai Kenko,” translated as “Communication and Health,” was the first consumer event of its kind conducted by Spark and was aimed at directly communicating with consumers by suggesting various beef dishes consistent with a healthy lifestyle. About 60 organizations and food companies participated in the event, which featured USMEF conducting an American meat seminar and handing out tasting samples to visitors.
“Strengthening U.S. beef sales in regional markets is one of the most important strategies in Japan, and USMEF continuously makes efforts in cooperation with influential industry players,” said Takemichi Yamashoji, USMEF director in Japan. “Spark has carried U.S. beef products for a long time and we were more than eager to get involved in this event.”
For the American Meat Seminar, USMEF invited Hiromi Akahori, a well-known cooking specialist and president of Akahori Cooking School, as a lecturer.
Akahori offered her opinions on the health benefits of eating U.S. beef. She also introduced U.S. beef recipes, complete with sample tastings.
“Spark is a long-term regular user of U.S. beef and is now planning to conduct an American Fair in April to further increase U.S. beefsales,” said Yamashoji.