Japan-United States beef promotion.

JAPAN-NEW US DRIVE ON BEEF PROMOTION AND SALES.

To combat declining middle meat prices in the United States, the U.S. Meat Export Federation said it is promoting a broader range of beef cuts in Japan and other targeted foreign markets to maximize cutout values for producers.

Japan has been a main target due to its renowned appetite for U.S. steaks, among other U.S. beef products. USMEF said it is working to take advantage of the competitive pricing of U.S. middle meats in Japan to expand the presence of U.S. steak on the country’s dinner menus.

"Seeing the demand for middle meats in the domestic market soften, we are looking for every way to enhance their appeal in the eyes of overseas consumers," USMEF President and CEO Philip Seng said in a statement. "Although Japan certainly has economic concerns of its own, it remains strong compared to most other nations and the market sets up very well for the promotion of high-end beef cuts."

Such efforts in Japan began last year with chef competitions that prompted chefs from Japan’s leading hotels to take a fresh look at U.S. steak items. These competitions were successful, ISMEF said, with several high-profile hotels expanding their steak selections. Among them was the Rib Room restaurant at Hotel New Otani in Tokyo, which expanded its beef menu last year to include U.S. Prime tenderloin and sirloin.

Promotions of U.S. steak also are ongoing at many restaurant and retail chains in Japan, USMEF said.

The organization is conducting similar campaigns in other Asian nations, including Macau and Hong Kong.