U.S. Prime Beef Takes on Japan

While tourism growth and recovery in the foodservice sector are creating opportunities for grain-fed beef in Japan, inflation and a persistently weak yen are creating challenges for U.S. beef. You know the drill. See the challenge, spy the opportunity. For the U.S. Meat Export Federation, that has meant elevating Prime grade U.S. beef alongside the domestic Wagyu Japanese consumers know and love.

That strategy recently showed up in Tokyo. With support from U.S. beef producers traveling as part of the Pacific Northwest Initiative, USMEF hosted its first-ever seminar in Japan. Thirty upscale club members from a high-end lifestyle magazine were invited to the table.

USMEF Japan senior director of consumer affairs Taz Hijikata said, “We are working to increase awareness of U.S. Prime grade beef as a premium product in Japan.”

Washington State Beef Commission producers Peter Charriere and Will Derting introduced their ranches and explained how feeding and animal welfare practices lead to quality beef. Chef David Marquilles of the ANA Intercontinental Hotel Tokyo shared his rationale for choosing American beef for the restaurant’s signature menus. Funding support comes from the Beef Checkoff Program and USDA’s Market Access Program.