Funding for the trade show, which attracted 400 exhibitors and more than 20,000 visitors to the urban complex known as Sunshine City, was provided by the USDA Market Access Programme (MAP), the Beef Checkoff Programme and the Pork Checkoff.

Because prices for Japanese domestic beef are expected to remain high due to short supplies, USMEF strategy at the show was to promote US beef’s quality and value, according to Takemichi Yamashoji, USMEF director in Japan.

“The important thing was to educate restaurant managers and meat buyers about the availability of US beef, along with the product’s flavor and versatility,” said Mr Yamashoji. “Along with highlighting popular brands, including Angus, as well as different USDA grade options like Prime cuts, we also shared information about lesser-known alternative cuts of US beef.”

USMEF shared suggestions for side dishes at yakiniku restaurants using US beef and pork – for example, US beef tongue ham and US pork tenderloin cutlet prepared “Milan style.” To help potential customers gain a better understanding of these menu options, USMEF handed out tasting samples of these and other dishes featuring US beef and pork.

“We received a lot of positive feedback from the visitors who sampled our items and we were able to meet many in the restaurant industry who were interested in learning more about US products,” said Mr Yamashoji. “Our plan is to continue to work with the Japanese yakiniku sector to expand the use of US red meat.”