Japan’s tourism sector is growing again, and foodservice demand is recovering. As a result, new opportunities are opening for grain-fed beef. However, U.S. beef still faces major obstacles in the market. Inflation continues to pressure consumers, and the yen remains weak, which raises the cost of imported products. Because of this, the U.S. Meat Export Federation (USMEF) is exploring new ways to support demand for American beef.
One strategy focuses on increasing awareness of Prime grade U.S. beef. The goal is to position it as a high-quality option alongside domestic Wagyu, which is well known and widely trusted by Japanese consumers.
USMEF Hosts First Consumer Seminar on Prime Beef
With support from producers participating in the Pacific Northwest Initiative (PNI), USMEF held its first seminar in Japan focused specifically on Prime grade beef. Thirty members of an upscale Tokyo lifestyle club attended the event.
According to Taz Hijikata, USMEF Japan’s senior director of consumer affairs, the seminar was designed to help consumers compare highly marbled U.S. Prime beef with the Wagyu products they typically buy. He noted that increasing awareness is a key step toward positioning Prime beef as a premium option in the Japanese market.
Producers and Chef Share Quality Insights
During the event, Washington State Beef Commission producers Peter Charriere and Will Derting introduced their ranches. They explained how their feeding programs, animal care, and handling practices contribute to the consistent quality of U.S. beef. Their goal was to show how production systems influence marbling and eating experience.
The seminar also included input from David Marquilles, head chef at The Steakhouse in the ANA Intercontinental Hotel Tokyo. He described why he chooses American beef for several signature dishes, noting its flavor, consistency, and versatility. His comments helped connect production practices to the final dining experience.
Public Outreach Extends to Barbecue Event
To reach a broader audience, the PNI team also joined a USMEF barbecue event in Tokyo. This activity featured U.S. Prime beef for 100 listeners from a popular radio show. As a result, more consumers had a chance to taste Prime beef and learn about its characteristics.
Programs Support Market Development
Funding for both events came from the Beef Checkoff Program and USDA’s Market Access Program. These resources help support U.S. beef promotion in international markets. They also allow USMEF to continue building consumer awareness, even during challenging economic conditions.
USMEF plans to maintain these efforts as part of its broader work to strengthen the visibility of Prime grade U.S. beef in Japan.
