'American Fair' Promotes U.S. Pork, Beef to Japanese Consumers

Japan supermarket chain Aeon featured storefront promotions of U.S. beef and pork as part of this year’s “American Fair”

USMEF provided educational materials and developed special packaging for barbecue seasonings and sauces as part of the “American Fair,” an annual nationwide sales promotion in Japan produced by supermarket chain Aeon. Funding support for the broad promotional effort was provided by the Iowa Corn Promotion Board, Kansas Soybean Commission, Minnesota Soybean Research and Promotion Council, Ohio Soybean Council, Texas Beef Council and United Soybean Board.

Focusing on American barbecue, Aeon highlighted U.S. beef and pork products: chuck eye roll, striploin, T-bone steak, top sirloin butt, loin steak, back rib, belly, tenderloin and sausage. USMEF’s special seasoning and sauce were attached to U.S. red meat packages and proved popular with participants.

“USMEF suggested that Aeon feature authentic American barbecue as a campaign concept to further stimulate recent lean red meat movement among Japanese consumers,” said Takemichi Yamashoji, USMEF-Japan senior marketing director. “To support this campaign, USMEF developed point-of-purchase materials and seasonings to attach to U.S. meat packages sold to consumers. According to an Aeon buyer, the USMEF materials were very effective in drawing the attention of consumers and increasing awareness of the promotion.”

American pork character “Gochipo” was a popular participant in Aeon’s American Fair

This year’s American Fair featured U.S. agricultural products at 1,824 Aeon outlets. A special event to kick off the promotion featured American pork character “Gochipo” and an unveiling of USMEF’s “For You” slogan. Rika Yukimasa, a popular cooking instructor in Japan, demonstrated beef and pork cooking techniques with her original recipes for U.S. beef striploin butter steak and U.S. pork loin with tomato sauce.

Also as part of the American Fair, the Japan BBQ Association conducted storefront American barbecue demonstrations and distributed tasting samples to shoppers. USMEF assisted in this effort with U.S. beef and pork materials and tasting demonstrations.