Schuler Sees the Impact of U.S. Beef Promotion in Japan

In Tokyo, the Heartland Team interacted with over 500 Japanese meat industry representatives and buyers during a USMEF trade seminar, received market briefings from USMEF staff and USDA Foreign Agricultural Service representatives, and attended a meat cooking demonstration by two celebrity chefs at a Japanese Culinary school. The group visited the major food market Ito Yokado, where Schuler was impressed how attractively high-quality American beef products were displayed and promoted using “Think Beef, think American” campaign materials. 

They also toured the Tokyo Meat Market which is a government owned facility located in central Tokyo which custom slaughters animals for Japanese producers. During the tour of the facility, the Heartland Team were privileged to attend an auction of Wagyu carcasses where buyers bid clandestinely with electronic devices on individual carcasses. It was not uncommon to observe whole beef carcass selling for $7,000- $8,000 U.S. dollars. 

One of the highlights of the trip was traveling via bullet train (200 mph) to Sendai which is located 230 miles north of Tokyo to visit Hanew Foods, a beef tongue processing facility. Tongue is considered a variety meat with very little demand in the U.S. However, there is a huge demand for beef tongue in Japan where 50,000 tons are consumed annually with over half of it imported from the USA. Schuler reports that both the processors and retailers in Japan prefer beef tongues from the USA and expressed a sincere desire to obtain all their imported tongues from the USA due to the quality and consistency. 

“It is frustrating that we do not produce enough beef tongues to supply their demand” says Schuler, “While we have made the carcass bigger to produce more beef, the cow still produces only one tongue.” 

Overall, Schuler was impressed with the USMEF relationship with Japanese meat purveyors and the growing demand for high-quality US beef products. Promotional materials funded by the Beef Check Off and the USMEF were prominently displayed at numerous locations across Japan, including food retailers and restaurants.