Although surveys indicate significant concern regarding the safety of U.S. beef following its reintroduction to Japan, Japanese consumers snapped up the five metric tons of U.S. beef sold at three Costco stores. The United States Meat Export Federation has been working on the re-introduction of U.S. beef to Japan, basically since the day it was banned, and the planning showed.
Key is something called the “We Care” campaign, which includes advertising, retail and foodservice promotions, PR events, press conferences and a web site.
Kudos to Costco and USMEF. Opportunity meets preparation.