U.S. Pork, Beef Showcased at Yakiniku Business Fair in Tokyo

(from left to right) USMEF-Japan Senior Marketing Director Takemichi Yamashoji and Marketing Manager Satoshi Kato visit with yakiniku restaurant industry executivesat the Yakiniku Business Fair in Tokyo

USMEF recently participated in the Yakiniku Business Fair in Tokyo – a premier event for connecting with restaurant industry executives and further educating them on the outstanding flavor and quality of American red meat. Funding support was provided by the Pork Checkoff, the Beef Checkoff Program and the USDA Market Access Program (MAP).

Yakiniku is a very popular style of dining in Japan, where small pieces of meat are grilled – often at the diners’ tables. The Yakiniku Business Fair drew more than 14,000 people throughout the two-day show, with attendees represented yakiniku restaurant chains as well as food distributors, retailers and processors.

The USMEF booth highlighted both pork and beef cuts prepared in the yakiniku style. For pork, the booth featured popular cuts among yakiniku buyers including loin, belly, spare ribs, jowl meat and sausage. Alternative cuts of U.S. beef that fit well in the yakiniku style were also served at the booth, including plate finger, lifter meat, clod heart and digital flexor. By offering these underutilized cuts in the Japanese market, USMEF hopes to enhance total carcass utilization and stimulate additional demand.

“Visitors to the USMEF booth were particularly drawn to the digital flexor, a cut made from the heel,” said USMEF Japan senior marketing director Takemichi Yamashoji. “The Yakiniku Business Fair is a great opportunity for USMEF to effectively promote U.S. pork and beef products and demonstrate new menu and merchandising ideas for the yakiniku industry.”

There are approximately 22,000 yakiniku restaurants in Japan. Sales increased more than 10 percent from 2013 to 2014, with even more robust growth expected this year.

Another important tool for promoting U.S. pork and beef to the yakiniku industry is USMEF’s American Beef and Pork Yakiniku Guidebook, which includes detailed information on how to best utilize U.S. red meat in this Japanese style of cooking. A digital edition of the guidebook is available online.