New Initiative Underway to Develop Japanese Market for U.S. Beef Brisket

The growing global popularity of barbecuing may now be taking root in Japan. With the number of restaurants serving grilled and smoked barbecue dishes expanding, USMEF began meeting with exporter members and foodservice accounts to discuss this development and how U.S. beef can help meet this new demand.

"There was interest in serving this new foodservice demand with U.S. beef brisket," says USMEF Marketing Director Tatsuru Kasatani.

Primarily utilized domestically, a small share of U.S. brisket production is destined for Latin America and the Middle East. Brisket has had limited demand in Japan as most consumers don't know how to properly cook brisket and don't own barbecue equipment. Thus, few retailers sell it.

USMEF tested foodservice demand this summer by supplying samples of U.S. beef brisket to 22 Japanese distributors, processors, restaurants and a leading barbeque association. The response was very positive, prompting USMEF to move forward with plans to grow demand for U.S. beef brisket in Japan's foodservice sector.

Funding was provided by USDA's Regional Agricultural Promotion Program.

USMEF will conduct foodservice seminars, such as this one, about U.S. beef brisket and barbecuing techniques for distributors and their restaurant customers in Japan.