US Beef, Pork Showcased at Asia's Largest Food Show


The Cattle Site

20 March 2017


JAPAN - As US exporters met with hundreds of buyers and representatives of Japan’s retail and foodservice industries at FoodEx Japan, USMEF promoted US red meat by serving samples of US beef tongue and thin-sliced and fried US pork cutlets aimed at “on the go” customers.


Funding for USMEF’s participation in the Tokyo show, which attracted 80,000 visitors, was provided by the USDA Market Access Programme (MAP), the Beef Checkoff Programme and the Pork Checkoff.


“We had a very active show and we were able to reach many current customers and potential customers – it is Asia’s largest food show, so we see what our competition is doing, as well,” said Greg Hanes, USMEF assistant vice president for international marketing.


“There was a steady stream of visitors to the UMSEF booth and it often seemed that it was one of the busiest places at the show. The mix of attendees was amazing. It ranged from representatives of small importers or restaurants all the way to the presidents of some of the largest food companies in Japan – and in the world, for that matter.”


The USMEF kitchen was also busy, as chefs prepared US beef and pork dishes for attendees to sample. Beef tongue is very popular in Japan and USMEF has been working to gain a larger share of that market, promoting the tenderness of corn-fed US beef tongue over that of grass-fed competitors. Japan imported more than 8,300 metric tons of US beef tongue in 2016 at a value of $87 million.


A new concept offered to visitors was sous-vide style US beef tongue...