Introducing New USMEF-Japan Director

Takemichi Yamashoji (pronounced TOCK-AY-MEE-CHEE YAMA-SHOW-GEE) was recently named director of the U.S. Meat Export Federation’s (USMEF) Japan operations. Yamashoji first joined USMEF in 1999, and has focused primarily on wholesale marketing and trade relations. In his newly expanded role, he will also lead the USMEF-Japan team in such areas as issues management and consumer outreach, as well as monitoring regulatory proceedings.

Yamashoji notes that while Japan is the largest value destination for both U.S. beef and pork, he sees room for further growth in this intensely competitive market. U.S. beef currently accounts for 20 to 22 percent of total beef consumption in Japan, while U.S. pork holds about 16 percent of the total pork market.

TRANSCRIPT:

Joe Schuele: In this U.S. Meat Export Federation report, we caught up with Takemichi Yamashoji, who was recently named director of USMEF Japan operations. Yamashoji has many years of service with USMEF, focused mainly on wholesale marketing and trade relations.

Takemichi Yamashoji: I joined USMEF in 1999, so I have 17 years and my major area to work in is the trade sector, to educate the trade, and also promotion. .

Joe Schuele: In his new role he’ll have broader responsibilities, include monitoring regulatory proceedings, issues management and consumer outreach.

Takemichi Yamashoji: Oh yes, all USMEF Japan activities – that including policy, issue management, promotion and consumer activities, as well. We try to make team wide effort to expand U.S. beef and pork market share in Japan.

Joe Schuele: While Japan is the largest value market for both U.S. beef and pork, Yamashoji says there is room for further growth in the intensely competitive market.

Takemichi Yamashoji: For example, for pork, more than 20 countries, they try to expand market share in Japan. The reason is Japan is a very high value market. That’s why every country is trying to expand. Also, on the beef side, also very competitive. Our biggest competitor is Australia. So market share in Japan for U.S. beef is 20 to 22 percent out of total beef consumption. And pork, 16 percent out of total pork consumption. So anyway, still we have big opportunity to expand, to displace our competitors.

Joe Schuele: For more on this and other trade issues, please visit USMEF.org. For the U.S. Meat Export Federation, I’m Joe Schuele.