USMEF works to push US beef in Japan

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http://www.directag.com/directag/news/article.jhtml?article_id=1007955

 

USMEF Launches Cookbook in Japan

8/21/2002, Edited by Laura Engelson, Regional

E-Content Editor, Farm Progress

 

As it works to push U.S. beef in Japan, the U.S. Meat

Export Federation (USMEF) is launching a new cookbook

with the words and recipes of a Japanese celebrity

wife and mother. Yu Hayami has an international

background and is widely known to the target audience

says Shinobu Shimada, director of consumer affairs in

USMEF's Tokyo office.

 

The 98-page color cookbook, " American Beef Cooking; Yu

Hayami's Party Recipes and Daily Menu, " features more

than 70 recipes and is published by Magazine House,

one of the Japanese leading publishers. The cookbook

sells for 900 yen including tax (about $7.50) and is

available in more than 3,000 bookstores throughout

Japan.

 

Since the discovery of BSE (bovine spongiform

encephalopathy) in the Japanese cattle herd last

September, USMEF has worked to assure Japanese

consumers that U.S. beef is safe and wholesome. The

$8.4 million promotional effort, funded in part by the

beef checkoff, is working to restore demand for beef

in No. 1 U.S. beef export market.

 

While Japan remains the No. 1 U.S. beef export market,

USDA statistics for 2001 show U.S. exports to Japan

declined 6% in volume from the record year of 2000, at

513,563 metric tons, while value was off 11% to about

$1.6 billion. The USMEF effort has helped promote a

steady return to beef and an increase in U.S. market

share during the first half of 2002. Although U.S.

sales to Japan during the first half of 2002 remained

below a year ago, worldwide sales were up 6% through

May.

 

In 2001, according to revised USDA statistics, total

U.S. beef exports were 1.274 million metric tons, with

a value of $ 3.406 billion. Exports now account for

nearly 13.4% of U.S. beef production on a wholesale

weight basis.

 

2002 DirectAg.com. .

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