The US Meat Export Federation (USMEF) is promoting US beef in Tokyo, Japan, boosting weekend sales of US beef tenfold at a store in Japan's largest retail grocery chain.

The campaign aims to increase sales, rebuild consumer trust in US beef by handing out samples, educating customers through information panels and entertaining families with games.

Since Japan reopened its market to US beef, the main supermarket chains have been slow in introducing US beef. Aeon, Japan's largest supermarket chain, was the last to introduce US beef in December 2007. 

A senior buyer in one of Japan's leading retailers Ito Yokado, said consumer reaction to US beef during the promotions is very positive.

US beef producer Bill Rhea, treasurer of the Nebraska Beef Council, was also part of the promotional events. Rhea said they have received good reactions from consumers and felt that they trusted US beef, according to a report by major Japanese publication Chikusan Nippon.

Rhea along with Scott Niess, a board of directors member of the Iowa Beef Industry Council, said that Japan is a key market for US beef but wish that current problems including age limitation will be cleared and beef exports to Japan will increase.