Anticipating the possible relaxation of the 20 months age restriction, Canada has launched a series of beef promotions in Japan, reports Meat and Livestock Australia.
The Canada Beef International Institute (CBII) was quoted by the trade news Chikusan Nippo this week that it will focus its marketing activities on barbecues and outdoor settings and re-enforce “clean air, pure water, big nature” images among Japanese consumers.
The CBII has already been working with other Canadian food suppliers to collectively promote the country, by conducting barbecue events in western Japan and other areas.
Activities with major retailers, independent butchers and camping sites will also be launched during this year.
Japanese imports of Canadian beef peaked in 2001 at 22,638 tonnes swt - prior to the BSE discovery in 2003 and subsequent import ban.
Shipments resumed in 2005, with the same restrictions imposed on US beef. Imports for the first six months of 2012 total amounted to 3,395 tonnes, up three per cent from the corresponding period in 2011.
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