New merchandising ideas for Japanese retailers and new dining concepts for the foodservice sector were key elements of a USMEF webinar that promoted three campaigns in Japan focused on U.S. pork: the Eat at Home campaign, the Delish Kitchen promotion and the Camp and Barbecue Club campaign. Funded by the National Pork Board and Iowa Corn, the webinar also featured a U.S. pork cooking demonstration. More than 150 buyers, distributors and processors participated.
The Eat at Home campaign began more than a year ago as Japan was under stay-at-home restrictions due to COVID. With restaurants closed, the USMEF effort was designed to share U.S. pork recipes for home cooking. The campaign also gave retailers ideas to encourage shoppers to purchase U.S. pork.
Earlier this spring, USMEF began sharing U.S. pork recipe videos at Delish Kitchen, Japan’s largest recipe video website with more than 5.2 million followers. The site offers segments starring culinary experts who share recipes with consumers and offer information about quality and food safety. USMEF developed 10 different recipe videos for the promotion, including dishes made with U.S. pork loin, belly, butt, tenderloin and spare ribs. For retailers, USMEF developed U.S. pork stickers with QR codes that allow consumers to access recipe videos at Delish Kitchen. The U.S. pork page at Delish Kitchen can be seen here.
A trend caused by the pandemic has more people participating in outdoor activities such as camping, which USMEF sees as an opportunity to promote U.S. pork barbecues. Partnering with retailers, consumers who purchase U.S. pork at supermarkets receive chances to win camping and barbecue equipment. Recipes for U.S. pork dishes that fit well with camp barbecues – pulled pork, pork and beans and spare ribs – are promoted and highlighted on the campaign website.