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 Canada Prime now at Costco Japan Canada Prime beef was launched at seven Costco Japan locations in mid-December. Canada Prime beef has abundant marbling; only 5.4% of graded Canadian beef was graded Prime in 2024. To increase sales, the Canada Beef International Institute (CBII) Japan supported a series of demonstrations at these Costco locations. The Costco Road Show demonstration program, one of four in-store sampling programs, creates an interactive pop-up experience at selected warehouses with two demonstrators. The road show promotion was held from December 24–30 during Japan’s high-demand Christmas year-end holiday season. The program offered an opportunity to strengthen relationships with major retail chains and emphasize the premium quality of Canada Prime beef cuts and chilled beef. CBII Japan provided the artwork and production for the on-pack Prime labels and point-of-sale materials to support sales during the initial launch period and beyond. CBII Japan also provided banners to promote Canada Prime grades in the seven participating Costco locations. In addition to Canada Prime cuts, Costco is now selling Canadian beef tongue and outside skirt at the same locations.   Canada Beef promotion at Lotte Mart Hypermarket stores Canada Beef International Institute (CBII) Korea supported a Canadian beef promotion at Lotte Mart, one of South Korea’s largest hypermarket chains with 110 locations. The promotion, which ran December 21—January 1, featured four premium chilled beef cuts including chuck eye roll, chuck short rib, flat iron, and finger meat. Tasting events were held at 10 selected stores over four days, attracting approximately 16,000 shoppers who sampled the high-quality Canadian beef. This initiative was designed to boost awareness and sales of Canadian beef by allowing customers to experience its excellent quality firsthand at one of Korea’s leading retail chains. Thanks to the consistent efforts of a Korean importer of Canadian beef, Lotte Mart’s beef buyer committed to selling Canadian beef during the year-end holiday when demand is high. Other major retailers, including Emart Traders and Homeplus, have shown interest in offering Canadian beef promotions. Currently, no major retail chains in Korea consistently sell Canadian beef. To address this, CBII Korea has been actively supporting promotional events presented by major retailers. Once one retailer begins offering Canadian beef on a regular basis, it is anticipated that consumer awareness and sales will see significant growth.   Back to main page Japan and South Korea Team YG Shin, Takako Toyama, Yuko Onizawa, Ichiro Kiyotomi

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