USMEF Team Evaluates Beef Promotion in Japan

Market Access and Promotion

The U.S. Meat Export Federation (USMEF) sent a team of representatives to Japan in September 2023 to evaluate the effectiveness of its beef promotion programs and to identify opportunities for growth. The team met with key industry stakeholders, including importers, distributors, retailers, and foodservice operators, to gather feedback on current programs and to discuss future initiatives.

The USMEF team was led by Dan Halstrom, USMEF president and CEO, and included representatives from the USMEF Japan office, the USMEF headquarters in Denver, Colorado, and the National Cattlemen's Beef Association (NCBA). The team visited Tokyo, Osaka, and Kobe, and met with a wide range of industry representatives.

Promotion and Education

The USMEF team found that its beef promotion programs are well-received by the Japanese market. Japanese consumers have a positive perception of U.S. beef, and they appreciate the efforts of USMEF to promote the product. However, the team also identified some areas where improvements can be made.

One area for improvement is in the area of education. Japanese consumers are not as familiar with U.S. beef as they are with domestic beef. USMEF needs to do a better job of educating consumers about the quality and value of U.S. beef.

Another area for improvement is in the area of marketing. USMEF needs to do a better job of reaching consumers through a variety of channels, including social media, online advertising, and public relations.

Market Research

The USMEF team also conducted market research during its visit to Japan. The team surveyed Japanese consumers about their beef consumption habits and preferences. The results of the survey will be used to develop new and more effective beef promotion programs.

The USMEF team's visit to Japan was a success. The team gathered valuable feedback from industry stakeholders and identified opportunities for growth. USMEF will use this information to develop new and more effective beef promotion programs that will help to increase demand for U.S. beef in Japan.