Working to get a head start on the summer menu preferences of Japanese consumers, USMEF offered tasting samples of American-style barbecue at Supermarket Trade Show 2017, an event sponsored by the New Supermarket Association of Japan in Chiba Prefecture. Along with U.S. beef barbecue items, several U.S. beef dishes were offered to thousands of people who visited the USMEF booth, which was funded by the Beef Checkoff Program.
“USMEF has actively promoted American-style urban barbecue to consumers, and this trade show seemed like the perfect place to demonstrate its quality and taste to retail buyers,” said Takemichi Yamashoji, USMEF director in Japan. “Retailers are interested in promoting U.S. beef as barbecue items for the coming summer season. We demonstrated many options and suggested barbecue promotions using U.S. thick-cut items.”
The thick cuts are promoted through USMEF’s Block Meat Project in Japan.
At the Supermarket Trade Show 2017, many products, promotions and ideas were promoted, including:
- USMEF featured thick cuts of U.S. beef and introduced a newly developed promotional video explaining the Block Meat Project.
- As the Angus brand is gathering wider attention among Japanese buyers, USMEF introduced American Angus beef products at the booth.
- With increasing prices of wagyu and Japanese domestic beef products, USMEF suggested USDA Prime grade items as alternatives.
To directly introduce the quality and flavor to the show’s attendees, USMEF distributed tasting samples of U.S. roast beef (flat round and inside round), sukiyaki (chuck eye roll) and steak (striploin).
USMEF’s presence at the show was reported on TV Asahi, which introduced and explained the Block Meat Project.