A temporary hiccup with beef exports to Japan?
Those in cattle industry hope so, but regaining trust, confidence of Japanese consumers won’t be easy
By Henry C. Jackson
Associated Press
Grand Forks Herald
DES MOINES, Iowa – The days after the first U.S. case of mad cow disease were a frightening time for the cattle industry.
Beef markets experienced unprecedented volatility. Critical export markets were snapped shut. There was widespread fear about the long-term financial impact on Iowa’s cattle industry.
Yet, more than two years later, those fears are mostly unrealized.
Strong demand
Iowa cattle producers enjoyed fairly good years in 2004 and 2005, says John Lawrence, director of the Iowa Beef Center. He credits a lucky combination – a bullish appetite for beef domestically and an ebb in producers’ supply.
But those conditions do not exist every year, Lawrence cautions, and keeping key export markets, such as Japan, open remains a critical task for the long term future of the cattle industry in Iowa.
“They were very lucky, in that demand was as strong as it was … .” Lawrence says. “As we go forward, it’s going to be important that we earn those markets back. Not only get the legal clearance to continue imports, but win back the Japanese consumers.”
Once the largest importer of U.S. beef in the world, Japan imported more than $1.4 billion worth of U.S. beef – more than a third of total U.S. beef exports – in 2003.
Ban backers
If polls are any indication, restoring the trust of the Japanese consumer will not prove easy. In a survey by the newspaper Asahi Shimbun, more than 85 percent of 1,915 Japanese adults said they supported the most recent ban.
Bovine spongiform encephalopathy is rare and the threat to the consumer is minimal, says Dr. Nolan Hartwig, extension veterinarian at Iowa State University in Ames.
“It tends to be out of perspective for the average consumer,” he says. “The disease is extremely complex … getting the average person to understand all of that is a bit difficult.”
However, BSE enjoys its frightful reputation for a reason. BSE in cattle is linked to a rare variant of Creutzfeld-Jakob disease, which has killed about 180 people worldwide.
The incident that prompted Japan’s most recent ban on U.S. beef typify the sort of pitfalls the cattle industry would like to avoid.
Under heavy pressure from the United States, Japan agreed to lift its two-year ban on U.S. beef, provided shipments adhered to strict standards. They included a requirement that the meat be from animals younger than 21 months and contain no bones or bone tissue.
But a mere six weeks later, Japanese officials discovered a bone in a shipment of veal from a plant in New York. A renewed moratorium on U.S. beef imports has been in place since.
Credibility threatened
Beef industry representatives insisted the bone posed no threat to Japanese consumers. U.S. officials, though, acknowledge that it harmed the way Japanese consumers viewed U.S. beef.
“This is not about a lack of safety of U.S. beef,” Sen. Tom Harkin, D-Iowa, says. “It is about perceptions and consumer confidence.”
Harkin, ranking Democrat on the Senate Agriculture Committee, says the onus was on the U.S. Department of Agriculture to stop such incidents. Not doing so, he says, puts the credibility of U.S. beef in peril.
Lawrence, with the Iowa Beef Center, hopes Japan’s current ban will be shorter than the last one.
“We are all hoping this is a temporary hiccup, a temporary closure – and then we will go back, sit down at the table and discuss what happened,” he says.
The best scenario, Lawrence says, is that Japan reopens its markets later this year and other markets, such as South Korea, follow.
If imports can resume, it can be left to consumers to decide if they have confidence in U.S. beef, he says.
“Ultimately, the consumer is king or queen … .” Lawrence says. “Hopefully, they’ll look and see that everyone in America eats the product and realize that it’s a safe and wholesome product.”
On the Net: http://www.iowabeefcenter.org and http://www.extension.iastate.edu.
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