Putting U.S. Meat On The World’s Table Japan Market Update Greg Hanes Director USMEF-Japan

Putting U.S. Meat On The World’s Table Adapting Programs to Economic Conditions Pork & Beef Target CVS, “bento”, HMR, Yakiniku & family style. Utilize integrated TA approach. Utilize new cost-effective technologies. Enhance training for retail demonstrators. Beef Increase supply thru “select”, “ungraded”, & middle meats. Pork Promote “high value” items.

Putting U.S. Meat On The World’s Table Convenience Store USMEF worked with major H&S maker to replace European pork in bentos at major CVS – Family Mart, am/pm, Mini Stop, and Lawson. Family Mart – Yakiniku and Bulgolgi Bentos. Started mid- April at 6,700 outlets. Estimated usage – 30 mt/mo.

Putting U.S. Meat On The World’s Table Bento Chains Origin Bento Chain – 537 outlets US pork tonkatsu & other bento menus. Est. usage – 200 mt/mo Beef in two permanent dishes & special promotion – est.44 mt/mo.

Putting U.S. Meat On The World’s Table Target Account Specific Goal: Identify and work with target accounts with highest potential to move product during down economy. Ex: Specific pork promotion campaign at all AEON group stores – 1,800 outlets. Supported with consumer PR & “Erabarete No. 1” message.

Putting U.S. Meat On The World’s Table Marketing Technology NET Shopping Internet Promotion: Develop banners, info, and pork recipes with “one-click” shopping. IY Shopping - sales increased 258% in volume and 384% in value. Mobile Site: Establish permanent mobile site with relevant consumer info. QRC will link with PR and promotion efforts. Push “Mail-Maga” to Mobile and PC: Features, info, promos, where to purchase, recipes, etc. Bloggers: Utilize bloggers at cooking events/ activities. Results in extensive positive publicity.

Putting U.S. Meat On The World’s Table Retail Demo Training Improve ability of tasting demonstrators to proactively sell product. Developed Training DVD with famous “Charisma Demonstrator”. “Train the Trainers” seminar at target accounts.

Putting U.S. Meat On The World’s Table Beef Success Stories Ishintei Yakiniku: Began ungraded chuck flap & outside skirt at 10 outlets. (3 mt/month) York Benimaru: 30% of chuck short rib sales (total 15 mt/mo) and sirloin (4 mt/mo) were select Expand beef supply by utilizing “select” and “ungraded”.

Putting U.S. Meat On The World’s Table Beef Success Stories Goal: Expand sales of US middle meats Leading Hotels : Imperial Hotel, Okura Hotel, Hotel New Otani, Yokohama Bay Sheraton Restaurants: (108 mt/mo – rib eye & sirloin) Lawry's Jonathans Volks/Steak no Don Vicky’s Gusto Retail: (228 mt promotion) 7&iHoldings Group Seiyu Daiei Comodi Iida

Putting U.S. Meat On The World’s Table Pork Success Stories Major retailers (Ito Yokado and Daiei) utilizing and labeling US loins and tenderloins in sozai products. IY Est. usage – 28 mt/mo Goal: Expand sales in retail “sozai” sections.

Putting U.S. Meat On The World’s Table Pork Success Stories Introduced back ribs - 3 major shows. IY and Aeon will introduce Working w/ USMEF on menu development. Back Ribs now carried at Red Lobster restaurants. Goal: Introduce and expand use of “high value” pork cuts.

Putting U.S. Meat On The World’s Table Discussion