Working in conjunction with more than 1,800 retailers, the US Meat Export Federation (USMEF) is hoping to break US pork out of the commodity sector with the launch of its American Branded Pork Campaign.
The scheme, which is funded by Soybean Checkoff, Pork Checkoff and Kentucky Corn Growers Association and Promotion Council, will offer Japanese consumers buying US branded pork products the chance to win prizes of the meat.
Takemichi Yamashoji, senior marketing director for USMEF-Japan, said: “We want to increase consumers’ awareness of U.S. branded pork, which will lead to increased sales at the retail level.”
To promote the campaign, USMEF are advertising online with popular cooking website as well as newspapers and train station posters.
Japan is the No. 1 value market for U.S. pork exports and the No. 2 volume market. Through May, the U.S. has exported 199,061 metric tons (438.8 million pounds) of pork valued at $869.1 million to Japan. The volume of those exports is down slightly (5 percent) from the same period of 2011, but value is up 10 percen