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.
Feel great with iron in Aussie Beef – improve poor blood circulation and stay warm in cold winter
As part of the 'Iron Beauty' program to promote the importance of iron-rich beef in a healthy diet, MLA is running a consumer winter campaign, “Feel great with iron in Aussie Beef – say goodbye to poor blood circulation” until 31 January 2012.
MLA research discovers there is awareness of widespread iron deficiency across Japan’s female population and related health risks, but there is a lack of knowledge among consumers that beef is a good source of iron. 65% of female consumers surveyed said that iron deficiency causes fatigue and poor blood circulation, but 70% didn’t know that lean beef is rich in iron. 81.5% said they would purchase Aussie Beef more often, once they are aware it is iron-rich.
Two hundred lucky winners will be invited to Aussie Beef Female Seminars in February 2012. Ms Yumi Date, an influential dietician, will talk about the nutrition benefits of Aussie Beef in the seminars. Campaign entries can be made by a post card or an application form with a price sticker placed on an Aussie Beef container sold at retailers during the campaign.
More 'Iron Beauties' tour Australia
The first 'Iron Beauty' study tour conducted in June proved such a success that the meat trade in Japan requested an opportunity for a follow up visit for key female managers. MLA Japan responded to this and coordinated the second mission to visit Australia in mid-October. Highlights of the study tour included inspections of local retailing and foodservice operations and processing facilities, a farm visit and a visit to one of Australia's largest feedlot.
The second tour was attended by 11 representatives from leading Australian beef users. Together with the representatives of the first tour, these sixteen companies represent a very significant amount of Australian beef distributed and consumed in the Japanese market.
'Iron Beauty' study tours for female industry professionals form part of an integrated 'Iron Beauty' program that links retail, foodservice, online and social media marketing activities. The 'Iron Beauty' campaign also encompasses regular meetings in Japan among tour alumni to share knowledge and expertise. Other initiatives in the 'Iron Beauty' program include the development and dissemination of recipes for iron-rich food and educational initiatives such as the campaign website and visual identity manual.
'Iron Beauty' tour media release
Issho ni Ganbaro Nippon! Japan disaster relief programs
MLA launched the 'Issho ni Ganbaro Nippon!' (Together with Japan!) project to support those affected by the 11 March earthquake and tsunami.
Latest activity:
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. Tohoku high school students for Australia study visit media release
Previous activities
- A fundraising barbecue in Sydney - where 'Together with Japan' was launched on 11 March raising over A$250,000 in financial support. This was the first step of the program to help rebuild the Japanese beef industry.
- Fifth round of the Aussie Forum - with more than 400 trade and government representatives, stakeholders and media attending. Don Heatley, MLA's Chairman, announced at the Forum that funds raised from the event would be used to supply hay to cattle farmers and scholarships for students learning about agriculture in the affected areas. 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. Aussie Forum slide show
- Second Tohoku visit - Don Heatley and Melanie Brock, Regional Manager Japan, visited the tsunami and nuclear affected areas again. They 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.
- Melanie Brock arranged for Australian hay to be shipped to Japan and was on hand to deliver the hay to the farmers in need. The first shipment of hay was delivered to Soma in Fukushima prefecture on 23 and 24 July. The next deliveries were to Rikuzentakata in Iwate prefecture and also to Minami Soma in Fukushima prefecture on 2 August.
- MLA representatives visit to Tohoku - MLA Chairman 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. 140 meals were served to the neighbourhood watch patrol group formed by local residents.
All the latest information on MLA relief activities in Japan will be posted on MLA Japan's official Twitter and Facebook accounts.
Japan retail report
MLA Japan has prepared a report providing insights into the consumption trends in the local retail sector in the period from March 2011.
Read the full report
View the retail report on youtube
MLA Japan trade newsletter now available in English
The MLA Japan trade newsletter is now available in English and Japanese to provide information about MLA's activities in Japan to a greater audience.
The bi-monthly newsletter has a Japanese readership of over 1000 people and is available as a hard copy or in an electronic format from the MLA Japan website.
Australian residents can receive hard copies by emailing Ryoko Uchida at japan@mla.com.au
International tradeshow calendar
Marketing red meat around the globe
More information
Ryoko Uchinda
Phone: 1800 023 100
Email: japan@mla.com.au
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