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 In-store sampling program Canada Beef International Institute (CBII) Japan supports in-store sampling for retailers year-round to increase the sale of Canadian beef products and raise awareness with consumers. Three demos took place in November, 2019 at Foodway Group grocery stores in Tokyo and Kanagawa. Japanese buyers group visit CBCE A Japanese buyers group led by Kanematsu, a large Japanese trading house, visited the Canadian Beef Centre of Excellence (CBCE) to learn about Canada’s quality standards, production methods and world class grading system. This was the second time Kanematsu brought a group to Canada. The CBCE hosted the group on their first day in Canada. Mathieu Paré, Executive Director provided a Canadian Beef Advantage presentation followed by a well-received and much enjoyed tasting session. The guests appreciated that the culinary and butchery demonstration was delivered by CBCE Sous Chef Yoshiko Taylor in Japanese. Chef Yoshi referenced quality attributes and superior eating experience of Canadian beef and its suitability for Japanese customers looking for premium quality. The group visited the JBS plant in Brooks, AB the next day. The group applied CBII’s new cost-shared funding program, Export Market Development (EMD) program. Partial cost of the trade mission is covered by Export Market Adaption (EMA) which is a part of EMD.  Canada Beef seminar in Fukuoka, Japan CBII Japan partnered with Nippon Shokuhin, a leading meat company in the Kyusyu region, and Sojitz group, a large trading house in Japan to provide a Canada Beef seminar in the commercial center of the Kyusyu region on November 6, 2019. Over one hundred buyers from the hotel and restaurant industry attended, along with representatives from Cargill Japan. The presentation included an overview of the Canadian beef industry, the quality attributes and the promotional and marketing services available to end-user customers.  Team Canada 2020 Japan market discussion Ian Burney, Ambassador of Canada to Japan, invited CBII Japan’s Senior Director Ichiro Kiyotomi along with ten other Canadian business leaders in Japan to discuss Team Canada’s Japan market strategy. This includes the Canada Olympic House project, led by the Canadian Olympic Committee. The meeting was held on January 14, 2020 at the Embassy of Canada to Japan. CBII Japan will be a part of the team leveraging a pan-Canadian approach to food and beverage products offered at the Tokyo Summer Olympics. CANADIAN BEEF MARKET PERFORMANCE: NOVEMBER 2019 YTD (Source: Statistics Canada) Japan represents Canada’s 2nd largest market by volume and value.
South Korea represents Canada’s 6th largest market by volume and value.
 Japan Team Yuko Onizawa, Ichiro Kiyotomi, Takako Toyama |
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