With funding from the USDA Market Access Programme (MAP), the Pork Checkoff and the Beef Checkoff Programme, USMEF set up a display and distributed 2,500 samples of US pork and beef.

“Fureai Kenko,” translated as “Communication and Health,” was the first consumer event of its kind conducted by Spark and was aimed at directly communicating with consumers by suggesting various pork and beef dishes consistent with a healthy lifestyle.

About 60 organizations and food companies participated in the event, which featured USMEF conducting an American meat seminar and handing out tasting samples to visitors.

Gochipo, USMEF’s pork mascot, also made an appearance and attracted children and a lot of attention to the USMEF booth.

“Strengthening US red meat sales in regional markets is one of the most important strategies in Japan and USMEF continuously makes efforts in cooperation with influential industry players,” said Takemichi Yamashoji, USMEF director in Japan. “Spark has carried US pork and beef products for a long time and we were more than eager to get involved in this event.”

For the American Meat Seminar, USMEF invited Hiromi Akahori, a well-known cooking specialist and president of Akahori Cooking School, as a lecturer.

Ms Akahori offered her opinions on the health benefits of eating US pork and beef. She also introduced US pork and beef recipes, complete with sample tastings.

“Spark is a long-term regular user of US pork and beef, and is now planning to conduct an American Fair in April to further increase US red meat sales,” said Mr Yamashoji.