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 Canadian beef education and cutting seminar On February 26, the Canada Beef International Institute (CBII) Japan partnered with the Federal Meat Academy (FMA) and Starzen, a major Canadian beef distributor, to provide a Canadian beef education and cutting seminar in Hokkaido, Japan. FMA is the only school in Japan offering high-level butchery education classes. CBII Japan Senior Director Ichiro Kiyotomi delivered a presentation on the current state of the Canadian beef industry and highlighted the marketing programs and services available to partners. A Canadian beef cutting demonstration by an FMA instructor with a Canadian beef tasting session followed the seminar. The seminar was interactive, and participants posed questions, resulting in a dialogue about a wide range of subjects relevant to beef industry professionals. It provided the opportunity to gain in-depth knowledge about cutting and merchandising Canadian beef. The three-hour seminar was developed for the Starzen Hokkaido sales team and their retail customers in the area. Thirty Starzen sales staff and retail buyers attended, and a number of important leads and business opportunities were identified. Canadian beef promotion at major retail stores in Korea Canada Beef International Institute (CBII) Korea supported a Canadian meat promotion at Homeplus, one of South Korea’s largest hypermarket chains, with 128 locations from February 13-19, 2025. The promotion featured Canadian beef short plate, with tasting events held at 10 select stores over seven days. The events attracted approximately 8,000 shoppers, allowing them to sample high-quality Canadian beef. Encouraged by the success, the retailer plans to host another Canadian meat promotion in June.   A second Canadian beef promotion took place at Emart Traders Wholesale Club, with 22 locations, from December 23, 2024-January 5, 2025. This promotion showcased Canadian beef marinated rib fingers, with tasting events held at 10 stores over seven days. These events drew around 10,000 shoppers, allowing them to experience the rich flavour of Canadian beef. These tasting events have proven to be highly effective, enabling importers to promote sales at major retail stores while giving consumers the chance to experience the product. This strategy contributes to strong sales performance and enhances consumer awareness of Canadian beef. Two other major retailers, Emart Hypermarket and Emart Everyday Supermarket, have expressed interest in hosting Canadian beef promotions in the near future. Back to main page Japan and South Korea Team YG Shin, Takako Toyama, Yuko Onizawa, Ichiro Kiyotomi

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