A record 31 producers and agricultural industry leaders traveled to Japan earlier this month as part of USMEF’s Heartland Team, a trade mission designed to introduce beef, pork, soybean and corn farmers to U.S. red meat’s leading export market and allow them to share the story of American agriculture with Japanese importers and consumers.
“The Heartland Team is an opportunity for USMEF to bring a cross section of our membership to one of our key markets and show them a little bit of everything that we are doing to develop and increase demand,” said USMEF President and CEO Dan Halstrom. “Team members were able to get a feel for the culture and all of the moving parts that go into working in the leading international destination for U.S. red meat. At the same time, the producers put a face on U.S. agriculture – and that goes a long way with our customer base, especially in a country like Japan. The trip is set up to provide many interactions between producers and customers, which is invaluable. We build demand for U.S. red meat through relationships, and I think the Heartland Team members better understand that now.”
Included in the trip were meetings with key players in the Japanese food trade, tours of retail outlets and restaurants, as well as a look at Japanese domestic meat production. Team members answered consumers’ questions and spoke directly about the quality and safety of U.S. red meat. Meetings and events during the week enhanced the image of U.S. production, said Halstrom, who summarized the mission by saying, “A very important customer got to know us a little better.”
Bringing the Heartland Team to Japan was also an opportunity for producers to witness how USMEF works in export markets. The team received market briefings from the USDA Foreign Agricultural Service (FAS) and the Agricultural Trade Office (ATO), met with U.S. packer representatives, the Japan Meat Trader Association and several Japanese meat buyers. The group also toured large retail outlets, witnessed U.S. meat promotions and participated in consumer events. This included an “Urban Barbecue” event, which highlighted the premium flavor of U.S. red meat for Japanese consumers and showed how American culture and cooking styles are gaining traction as popular food concepts in Japan.
USMEF has worked to develop and promote the growing American barbecue trend, which modifies traditional Japanese cooking methods. The Heartland Team dedicated some of its time in Japan to demonstrating barbecue techniques.
“Barbecue and grilling, we found out, is a pretty foreign concept in Japan, so we gathered a big group and grilled some back ribs and some ribeye steaks,” said David Preisler, CEO of the Minnesota Pork Producers Association. “It was interesting because it’s something many Japanese consumers are not used to doing and we had some good conversations. We coached them on how to do it themselves instead of us doing it for them. There were bloggers and Instagrammers sharing their stories about U.S. beef and pork barbecue, which helped spread the word.”
Dan Hanrahan, a beef producer from Cumming, Iowa, said the great thing about the Urban Barbecue event was being able to connect directly with Japanese consumers.
“I had my phone out, showing them pictures of my farm and videos of my cow herd at various stages – young calves and cows going through the chute – so it was very nice to have that interaction,” said Hanrahan. “As we were standing there, I could see them actively sharing the information on social media. So, what we did, sharing our stories, will have a ripple effect that will continue into the future.”
Retail visits also enabled team members to meet with Japanese consumers and learn about tastes and preferences. These interactions confirmed that brand-conscious Japanese consumers seek out high-quality, safe products that are often backed by a story.
“When we went to supermarkets and saw how well U.S. beef and pork was represented, it made me feel good about our investment in USMEF and the work that is being done in Japan,” said Caleb Plyer, a beef producer from Hope, Arkansas, and chairman of the Arkansas Beef Council. “It’s really amazing the job the USMEF staff is doing in Japan. The connections they have with the buyers and packers is impressive. We got to see many examples of what they’re doing to improve demand for U.S. red meat. It’s big things and it’s little things, like identifying items and cuts that fit the palates of the Japanese consumers, because they don’t eat the same things we do.”
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