Japan
MLA actively supports the marketing of Australian red meat in Japan and undertakes numerous marketing campaigns to encourage increased sales of Australian beef and lamb in this important market.
Having an ‘Elle’ of a time eating Aussie Beef and Lamb
MLA Japan recently teamed up with a popular Japanese food magazine, Elle a Table, and Hikarie – a new shopping mall in Shibuya in the centre of Tokyo to promote Australian beef and lamb to female shoppers as ‘Nakashoku’ (home meal replacements or ‘ready-to-eat’ food).
The ‘Elle a table Deli’ promotion saw four popular food establishments located in the shopping mall, serve up their signature dishes using Australian beef and lamb. Dishes included an Italian Deli Lunch Box, Aussie Beef Roast Beef Sandwich, Aussie Beef Patè and Braised Aussie Beef in Red Wine Sauce.
Issho ni Ganbaro Nippon! Japan disaster relief programs
The 'Issho ni Ganbaro Nippon!' (Together with Japan) project was launched to support those affected by the 11 March earthquake and tsunami in 2011. MLA Japan has provided a wide range of support, and established strong ties to local producers, government representatives, agricultural organisations, students and communities.
Latest activity:
MLA Japan hosted an Aussie beef BBQ in Iitate village in Fukushima Prefecture in March 2012 on the first anniversary of 3.11. Steak-don, Australian beef on a bed of rice, was served to approximately 140 residents of Iitatemura who have formed a neighbourhood watch patrol group.
Melanie Brock, Regional Manager - Japan, announced that with the financial support raised in the charity BBQ event in Sydney last year, a scholarship program for Japanese agricultural university students will be implemented in autumn in the northern hemisphere. The students will be selected from the tsunami-affected prefectures and will be invited to study in Australia.
Previous activities:
May 2011
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A fundraising barbecue in Sydney: 'Together with Japan' was launched, raising over A$250,000 in financial support. This was the first step of the program to help rebuild the Japanese beef industry.
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Fifth round of the Aussie Forum: More than 400 trade and government representatives, stakeholders and media attended. One of the producers who had travelled to Australia in mid May to be part of the fundraising barbecue event in Sydney, Mr Shin Yamada from Iitate village in Fukushima, also attended the Forum as a guest speaker.
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Second Tohoku visit: MLA Chairman Don Heatley and Melanie Brock, Regional Manager Japan met with locals, including the three producers from Iwate and Fukushima prefectures, who also took part in the Sydney fundraising barbecue event, and communicated Australia's ongoing support.
July/ August 2011
September 2011
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MLA representatives visit to Tohoku: Don Heatley, Deputy Chair Rob Anderson, new Managing Director Scott Hansen and Regional Manager Japan Melanie Brock visited Tohoku over 13 and 14 September. They met and communicated with local government representatives, producers, high school students and local communities. The fourth shipment of hay was also delivered to Fukushima cattle producers through JA Soma. An Aussie Beef BBQ was also hosted in Iitate village in Fukushima Prefecture.
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Tohoku students visit: MLA Japan hosted five agricultural high school students from among the areas worst hit by the 11 March disaster and its aftermath. The young cattle farming generation learned about Australia's innovative beef industry through visits to farms and exchange with local agricultural students at the Royal Melbourne Show. The students created friendships with Australian students, and built up rapport with local producers who have experienced recovery from natural disasters and hence understand the challenges the Japanese students and their families are facing. The group was also accompanied by an experienced Wagyu breeder.
December 2011
- Fifth donation of Australian hay to Tohoku farmers/ Joe Ludwig visit to Tohoku: MLA provided its fifth delivery of hay donated by Australian farmers to assist their colleagues in Tohoku. The donation of forth bales (1 tonnes) was received by Miyagi Agricultural High School, which was wiped out by the March Tsunami. Australia’s Ministry for Agriculture, Fisheries and Forestry, Senator Joe Ludwig and President, Cattle Council of Australia Andrew Ogilvie visited Japan and, with Australian Ambassador to Japan Bruce Miller and MLA Regional Manager Japan Melanie Brock, visited Miyagi Agricultural High School to mark the donation.
International tradeshow calendar
Marketing red meat around the globe
More information
Miho Kondo
Phone: 1800 023 100
Email: japan@mla.com.au