June 11, 2008

Australian PM in Japan to push beef sales ahead of Father's Day

Few heads of state would have gone the lengths Australian prime minister has gone to in order to push beef sales.

Australia's Prime Minister Kevin Rudd was in Japanese supermarkets handing out samples of Australian beef recently.

Prime Minister Rudd was in a Jusco supermarket helping promotional staff hand beef samples to shoppers.

Japan is Australia's largest beef export market.

Meat & Livestock Australia's regional manager in Japan, Samantha Jamieson was all praise for Prime Minister Rudd, saying he was a real boon for the Australian beef industry.

''The visit by Prime Minister Rudd and his support of Aussie Beef was absolutely fantastic. We greatly appreciate him taking time out of his busy schedule to help us promote Australian beef in Japan. Such high level support provides a great boost for our industry,'' Ms Jamieson said.

Prime Minister Rudd's visit comes days before Father's Day in Japan, a period of very high beef consumption and a time when MLA's promotional efforts runs at full tilt.

Jamieson said Father's Day is the second largest single beef sales period for Japanese retailers after Christmas. Japanese families enjoy a meal at home or outdoor barbecues that would include beef, which is a 'celebration food' in Japan,'' Ms Jamieson said.

Soon after the Father's Day promotion, MLA Japan will be conducting a two month long promotion with the AEON supermarket group, with 12 supermarket chains and 1,200 outlets participating.

Japan accounts for nearly half of all Australia's red meat exports. Australia has been Japan's top beef supplier since a case of mad cow disease in December 2003 caused US beef to be banned there.