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 Canada Beef cross promotion with CAB to boost brand recognition In-store sampling events are one of Canada Beef International Institute (CBII) Japan’s key tactics to raise consumer awareness of Canadian beef and enhance beef sales. In April, CBII Japan supported a Canadian beef in-store promotion featuring Certified Angus Beef® (CAB) with CBII Japan's retail partner, Inageya Supermarket which has been selling Canadian beef in all of its 134 stores.   Canadian beef point-of-sale materials (labels, posters, shelf-talkers and Canada Beef flags) were distributed to Inageya Supermarket locations to raise brand recognition for Canadian beef and create a positive image with the target customers. Canadian beef labels featuring the CAB logo were distributed to Inageya which recently launched CAB products. CAB Japan produced the co-branded labels featuring the Canadian beef logo and CAB Advantage. It was a great opportunity to cross-merchandise with a premium beef brand in this market. Inageya greatly expanded its meat case offerings to promote Canadian beef during the promotion, resulting in a 50% sales increase in Canadian chilled beef. Canadian beef recipe development in Korean style Canada Beef International Institute (CBII) Korea worked again with Nanwoo Lee, owner and culinary instructor at the well-regarded Now Cooking Studio in Seoul, Korea. Lee created Canadian beef Korean-style recipes to upload to the Korean-language Canada Beef Information Gateway landing page and Instagram page. For this most recent project, she developed 20 user-friendly recipes for simple Korean beef dishes including soups, stews, stir-fries, and side dishes using four Canadian beef cuts: chuck eye roll, shoulder clod, chuck flap tail, and finger meat. This was the second time CBII Korea commissioned recipes tailored to the tastes of Korean consumers. In November 2023, Lee created 15 recipes for short rib, short plate, and flat iron. CBII Korea plans to hire another culinary instructor this fall to create more recipes using other Canadian beef cuts popular among Korean consumers. Back to main page Japan and South Korea Team YG Shin, Takako Toyama, Yuko Onizawa, Ichiro Kiyotomi

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