U.S. Beef Group Spends on Ads, Barbecues to Woo Japan Consumers
By Kanoko Matsuyama
The U.S. Meat Export Federation is running full page ads in Japanese newspapers that cost as much as 79 million yen ($681,000) each to convince consumers American beef is safe to eat. The biggest supermarket chains don’t buy it.
Repairing the image of U.S. beef after it was banned in Japan because of mad cow disease has fallen to Philip Seng, the chief executive officer of the U.S. Meat Export group, which has Tyson Foods Inc. and Cargill Inc. among its members. He said in an interview the U.S. industry may have lost $5 billion since Japan first imposed the ban in December 2003.