December 29, 2005

 

Australia promotes beef in Japan

 

Australia's beef industry has been promoting exports of the meat to Japan, in anticipation of Japan lifting the ban on US and Canadian beef.

 

Meat and Livestock Australia's (MLA) market services manager for Japan, Linda Wilson, said the industry timed its promotion "for this time."

 

An 'Aussie beef and lamb healthy ageing' seminar was conducted at Joshi Eiyo Daigaku (Women's Nutrition University) in November, to promote the importance of red meat for Japan's ageing society.

 

MLA representatives visited Japanese elementary schools soon after, to have lunch with children and promote Australian beef.

 

Popular Japanese chef Harumi Kurihara was also featured in a recent talk show. Ms Kurihara presented her Australian beef and lamb recipes during the show.

 

In 2002/03 before the ban, Australia exported 262,500 tonnes of beef to Japan, capturing 49 percent of the market share for imports there, according to Japan's Ministry of Agriculture, Forestry and Fisheries. This was slightly higher than 240,000 tonnes from the US, which captured 45 percent of the market share.

 

In 2004/05 during the ban, Australia exported 410,000 tonnes and captured 91 percent of total Japanese beef imports. 

 

However, with the ban already lifted, Australia's near-total monopoly is expected to end next year.

 

US Meat Export Federation president and CEO Phil Seng visited Japan recently with 100 kilograms of beef tenderloin, to promote the meat from four states.

 

Seng has expressed optimism for US beef exports to Japan due to their "consistency of taste."

 

Meanwhile, the Australian embassy's minister-counsellor for agriculture, Bill Withers, said market surveys revealed high Japanese satisfaction "regarding safety, reliability and taste of Australian beef."