U.S. PERSONALIZES BEEF PROMOTION IN JAPAN
Chris Harris, Editor
Bryan Salvage, Editorial Director
Meat News
November 1, 2006
UNITED STATES: U.S. beef cattle ranchers travel to Japan to put a face on beef exports.
U.S. beef cattle ranchers Tom and Cindy Beechinor recently traveled to Japan to put a face to U.S. beef products, allowing consumers to connect the food they eat to those who produce it.
The Beechinors served U.S. beef samples and talked with consumers at the Kansai Radio Festival, an event sponsored by their state organization, the Washington State Beef Commission (WSBC). They also participated in the U.S. Meat Export Federation (USMEF) Denver, Colo., exhibit at a New Orleans-style food and music event in Osaka, Japan.
. Their efforts were part of the USMEF “We Care” campaign to demonstrate the commitment of U.S. producers and industry to delivering a safe, wholesome and delicious product.
The Kansai Radio Festival in Kobe, the sister city to Seattle, Wash. where WSBC is headquartered, attracted more than 55,000 people.
“Tom and Cindy were very active in passing out U.S. beef samples and meeting with consumers,” Greg Hanes, USMEF Japan director commented. “Their participation allows consumers to meet producers that embody the ‘We Care’ nature of the U.S. beef industry.”
More than 1,000 samples of U.S. beef were distributed with positive reactions from Japanese consumers. An informal survey showed more than 50 percent of consumers would “definitely” purchase U.S. beef at retail stores and restaurants.
During the festival, the Beechinors gave a radio interview that aired the next day stressing the “We Care” message and how it relates to their raising of cattle and the efforts of Washington state to ensure the safety of beef sent to Japan. Two newspaper advertisements -- sponsored by WSBC – were published in the Sankei Shimbun newspaper prior to the event, reaching 1.8 million consumers. The Kobe Shinbun, a newspaper with a circulation of 562,000, featured a story about the Beechinors and the U.S. industry’s commitment to Japan.
meatnews.com
Chris Harris, Editor
Bryan Salvage, Editorial Director
Meat News
November 1, 2006
UNITED STATES: U.S. beef cattle ranchers travel to Japan to put a face on beef exports.
U.S. beef cattle ranchers Tom and Cindy Beechinor recently traveled to Japan to put a face to U.S. beef products, allowing consumers to connect the food they eat to those who produce it.
The Beechinors served U.S. beef samples and talked with consumers at the Kansai Radio Festival, an event sponsored by their state organization, the Washington State Beef Commission (WSBC). They also participated in the U.S. Meat Export Federation (USMEF) Denver, Colo., exhibit at a New Orleans-style food and music event in Osaka, Japan.
. Their efforts were part of the USMEF “We Care” campaign to demonstrate the commitment of U.S. producers and industry to delivering a safe, wholesome and delicious product.
The Kansai Radio Festival in Kobe, the sister city to Seattle, Wash. where WSBC is headquartered, attracted more than 55,000 people.
“Tom and Cindy were very active in passing out U.S. beef samples and meeting with consumers,” Greg Hanes, USMEF Japan director commented. “Their participation allows consumers to meet producers that embody the ‘We Care’ nature of the U.S. beef industry.”
More than 1,000 samples of U.S. beef were distributed with positive reactions from Japanese consumers. An informal survey showed more than 50 percent of consumers would “definitely” purchase U.S. beef at retail stores and restaurants.
During the festival, the Beechinors gave a radio interview that aired the next day stressing the “We Care” message and how it relates to their raising of cattle and the efforts of Washington state to ensure the safety of beef sent to Japan. Two newspaper advertisements -- sponsored by WSBC – were published in the Sankei Shimbun newspaper prior to the event, reaching 1.8 million consumers. The Kobe Shinbun, a newspaper with a circulation of 562,000, featured a story about the Beechinors and the U.S. industry’s commitment to Japan.
meatnews.com