Beef promotions woo consumers
28/07/2008
Two beef producers from Nebraska and Iowa have taken part in a promotion of US beef in Japan, sponsored by the beef councils of Nebraska and Iowa. The event increased sales of US been tenfold in a Tokyo store of Japan’s largest retail grocery chain, Ito Yokado.
The US Meat Export Federation (USMEF) is running promotions at four Japanese supermarket chains over the summer. The other retailers involved are Max Valu, Daiei and York Benimaru. The organisation is working to rebuild Japanese consumer confidence in US beef after the Japanese market was reopened to it two years ago.
Japan had been the largest export market for US beef, but the meat was banned in 2003 after an outbreak of BSE in cattle in the state of Washington.
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