U.S. Meat Trade Seminar, Blogger Event Promote U.S. Beef and Pork in Japan

The U.S. meat trade seminar in Tokyo attracted hundreds of importers and food industry professionals for updates and overviews on U.S. beef, pork, corn and soybean production

A delegation of agricultural leaders from Midwestern states wrapped up a USMEF-led trade mission to Japan by participating in a U.S. meat trade seminar and a food blogger event that educated Japanese consumers and foodservice professionals about the quality and availability of U.S. beef and pork. Funding support for these events was provided by the Nebraska Soybean Board, the Nebraska Beef Council, the Texas Beef Council, the USDA Market Access Program (MAP), the Beef Checkoff Program and the Pork Checkoff.

About 700 importers, distributors, manufacturers, hotel and restaurant professionals and media representatives joined USMEF’s “Heartland Team” for the two events, held at the Imperial Hotel in Tokyo. The team was made up of beef, pork, corn and soybean producers and industry representatives from Illinois, Nebraska, Minnesota and Missouri. The delegation also included Nebraska Lieutenant Governor Mike Foley, National Pork Board CEO Chris Hodges and John Anderson, deputy chief economist with the American Farm Bureau Federation.

(left to right) In front of a U.S. pork promotion at a Tokyo subway station are Teri Zimmerman and Anne Meis of the Nebraska Soybean Board, Tim Chancellor and Kyla Habrock of the Nebraska Pork Producers Association and Rebecca Kreikemeier of the Nebraska Soybean Board

“Our Japanese customers – meat importers, retailers and consumers – really valued the trade seminar because it was an opportunity to hear from the people back in the U.S. who are raising meat and grain, as well as get a sense of where production and markets stand,” said Takemichi Yamashoji, USMEF-Japan senior marketing director. “The blogger event was a good supplement, as it allowed for great interaction between the bloggers and the U.S. team.”

The trade seminar featured updates and overviews of the U.S. beef, pork, corn and soybean markets – each of which have a sizeable stake in the critically important Japanese market. Following a welcome by USMEF President and CEO Philip Seng, Anderson addressed the beef market, noting that U.S. beef production is expected to increase in 2016, but that supply currently remains relatively low. He predicted that beef prices will come under increasing pressure as supplies expand over the next couple of years.

Hodges reminded U.S. pork customers in attendance that the U.S. is a reliable supplier and resource for pork and pork products. He explained that with weight and volume up, 2015 may be the largest pork production year on record. Hodges also explained the Pork Quality Assurance program and the We Care principles set forth by U.S. pork producers.

Tazuko Hijikata, USMEF-Japan senior marketing manager, presented on the “change in taste” among Japanese consumers. A new trend in the market focuses on three key “hot” topics: lean meat, thick-cut meat and innovative meat recipes. She also introduced Gochipo, USMEF-Japan’s new U.S. pork mascot, to attendees.

Nebraska Cattlemen President-elect Barb Cooksley and Nebraska Pork Producers Vice President Tim Chancellor at the Tokyo Meat Market with USMEF-Japan Senior Marketing Director Takemichi Yamashoji

Satoshi Kato, USMEF-Japan marketing director, explained that U.S. chilled pork has a big edge in quality compared to frozen pork.

“U.S. chilled pork has an advantage in juiciness, tenderness and flavor,” said Kato, who also spoke about future USMEF pork promotion plans. This winter USMEF will be promoting a U.S. pork loin roast pork recipe that has become a “Hall of Fame dish” on Cookpad, the most popular cooking website in Japan. USMEF will also conduct a winter campaign titled “GochiPa” in November and December. The name blends Gochipo with “party.”

Yamashoji announced that USMEF introduced a new U.S. beef logo called “Think Beef Think America.” The purpose of the new logo and slogan is to highlight the high quality of U.S. beef and appeal to more Japanese consumers. Yamashoji also described the U.S. beef winter campaign, which will promote thick-cut roast beef dishes.

Shinya Osugi of Suntory Wine International discussed the value of cross-merchandising U.S. beef and pork in Japan with wine. Osugi explained that sales of his company’s California wine “Carnivor” have increased in Japan, especially at steak restaurants and retailers when they conducted cross merchandising with U.S. beef and pork.

At a tasting session that followed the U.S. meat trade seminar, Foley’s opening remarks noted the sizeable contingent of Nebraska meat and grain producers on the Heartland Team. Chris Abbott, a member of the board of directors of the Nebraska Beef Council, performed the traditional Japanese “Kanpai” toast.

Eleven U.S. beef dishes and seven U.S. pork dishes were prepared and served. Members of the Heartland Team had an opportunity to meet with Japanese traders at the tasting to discuss all facets of trade in the Japanese market.

Blogger event: ‘Enjoy American beef and pork Japanese-style’

More than 70 Japanese food bloggers took part in an event organized by USMEF prior to the U.S. meat trade seminar. Members of the Heartland Team were interviewed by some of Japan’s most influential food bloggers.

For U.S. producers, it was a great opportunity to tell the story of U.S. agriculture.

Minnesota soybean producer Eric Thorn is interviewed by a Japanese food blogger

“The Japanese people have a sincere interest in our business, how we grow food – but more importantly, they have a greater interest in who is growing the food,” said Eric Thorn, an officer with the Minnesota Soybean Research and Promotion Council. “The bloggers had some very interesting questions about farm life in America and our job of producing beef, pork, corn and soybeans.”

The event featured a cooking demonstration by Rika Yukimasa, a Japanese cooking celebrity who often appears on TV programs and in popular magazines. Her presentation centered on the use of U.S. beef and pork in Japanese cuisine.

Yukimasa introduced “easy cooking” U.S. roasted pork and kakuni (stewed pork with soy sauce), U.S. beef cutlet (top blade muscle) and roast beef sushi. She also demonstrated the table setting for U.S. beef and pork dishes in Japanese style.

“It was a privilege and a learning experience to be able to attend events in Tokyo targeted at Japanese consumers and food bloggers highlighting U.S. pork and beef,” said Anne Meis, who raises corn, soybeans and beef in northeast Nebraska and is a member of the Nebraska Soybean Board. “I was especially impressed when Rika Yukimasa described in detail how flavorful American beef is in comparison to Australian beef.”

Telling the story of her family’s farm was also a highlight, Meis added.

“I was able to mingle with those in attendance and share pictures and stories about our farm here in Nebraska,” she said. “We were able to connect with the bloggers and consumers and tell our story about raising quality corn, soybeans, beef and pork in America's heartland.”