USMEF Looks to Make U.S. Beef a Father's Day Tradition in Japan

Japan already has some unique food traditions tied to special occasions. Think chocolates for Valentine’s Day, grilled eel in August, and even fried chicken or fancy cake at Christmas. Now, the U.S. Meat Export Federation is hoping to add another tradition to the list: U.S. beef for Father’s Day.

USMEF recently launched its “Father’s Day is U.S. Beef Day” campaign in Japan, where there has not traditionally been a signature food tied to the holiday. USMEF Japan Director Tom Kasatani says retailers and restaurant chains embraced the idea as a way to encourage families to celebrate Dad with U.S. beef.

The promotion included eleven retailers representing 1,060 stores and seven nationwide foodservice chains with 316 outlets.

More than 28,000 U.S. beef purchasers entered prize drawings, while another 86,000 consumers participated through social media.

USMEF says the effort comes as beef consumption in Japan has declined in recent years. The campaign was supported by the Beef Checkoff Program, Texas Beef Council, Iowa Corn Promotion Board and USDA’s Market Access Program.