Guidebook offers U.S. Pork Merchandising Tips for Japanese Retailers

NOTE: This article also recently appeared in National Hog Farmer, and can be viewed on the magazine's website.

USMEF has unveiled a new guidebook aimed at further expanding U.S. pork's presence in Japanese supermarkets and other retail outlets. This is the latest in a collection of 17 U.S. red meat guidebooks developed by USMEF-Japan, but the first to focus specifically on retail meat case presentation of U.S. pork.

Provided to retailers featuring U.S. pork and the importers and distributors who supply them, the “American Pork Merchandising Guidebook” shows retail operators how to increase sales by improving their presentation of U.S. pork cuts. The guidebook, funded by the USDA Market Access Program, the Kentucky Soybean Association, the Indiana Soybean Alliance and the National Pork Board, includes lessons on proper cutting of U.S. pork. Packaging tips also offer ideas for enhancing the meat case appeal of U.S. pork and making it stand out among the wide range of protein choices available to Japanese shoppers.

Meat case presentation is always a critical method of communicating with consumers in Japan. But this is especially true now that there is a greater emphasis on preparing high-quality meals at home.

“The timing of this guidebook is beneficial because retail sales are growing as more consumers buy meat at the supermarket to prepare and eat at home,” said Takemichi Yamashoji, USMEF director in Japan. “We believe this positive retail trend will continue even as COVID-related restrictions are eased, as many consumers have discovered new ways to enjoy delicious meals at home. This guidebook provides retailers with tools that will encourage consumers visiting the meat department to choose U.S. pork over competitors' products.”

Filled with full-color photographs, charts, and information about individual U.S. pork cuts, the 44-page guidebook highlights eight separate meat case presentation ideas for U.S. pork. These presentation formats feature pork steak, yakiniku and barbecue, stir-fry (thinly sliced pork), shabu-shabu (hot pot), ginger pork, tonkatsu, stew and pork hamburger steak.

Initially, USMEF printed and distributed 3,000 copies of the “American Pork Merchandising Guidebook.” An electronic version is available from the

The American Pork Merchandising Guidebook offers many meat case merchandising
formats for Japanese retailers featuring U.S. pork