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 Canada Beef hosts journalists from Japan and Korea Canada Beef recently hosted a group of meat industry journalists from Japan and Korea. Journalists were invited to experience and report on the Canadian beef industry including Canadian beef attributes, the industry's value chain, and its commitment to sustainability. During their visit, the journalists participated in three tours of processing plants to gain a deeper understanding of how Canadian beef is processed and to connect with experts in Canadian meat processing. The group traveled across Alberta, visiting a feedlot, a breeding farm, and a cattle ranch, where they met with Canadian beef producers.  The Canadian Beef Centre of Excellence (CBCE) organized a workshop featuring a comprehensive overview of the Canadian Beef Advantage (CBA). This presentation included butchery demonstrations and product samplings to showcase the unique attributes and versatility of Canadian beef. In addition to business meetings and facility tours, the group visited local Canadian retail stores to observe how Canadian beef is displayed and marketed. The journalists will write a series of articles to be published in their industry newspapers, magazines, and social media platforms. Thanks to the Canadian Cattle Association for supporting the ranch visit and Alberta Agriculture Minister RJ Sigurdson for meeting with the group. A similar tour is planned for next year, which will include stops in Ontario and Eastern Canada. Canada AAA now at Costco Japan Costco Japan recently started selling AAA Canadian beef (chuck eye, flat iron, tongue, outside skirt) at its seven locations. Canada Beef International Institute (CBII) Japan supported this launch with a series of demonstrations at these Costco locations.  The Costco Road Show demonstration program, one of four in-store sampling programs, created an interactive pop-up experience at select warehouses with two demonstrators from June 2 – 8. The program created the opportunity to strengthen relationships with this major retail chain and emphasize the premium quality of Canadian chilled beef. CBII Japan provided the artwork and production for the on-pack AAA labels and point-of-sale materials to support sales during the initial launch period and beyond. Seoul Food & Hotel Show In June, CBII Korea participated in Seoul Food & Hotel 2025, Korea’s largest food and hospitality trade show, to promote Canadian beef alongside other premium Canadian food and beverage products in the Canada Pavilion. The event attracted more than 1,630 companies from 45 countries and welcomed approximately 45,300 industry professionals over four days. Three leading Canadian beef supply partners joined the CBII Korea booth, to showcase beef cuts popular in the Korean market. Canada Beef Vice President Albert Eringfeld, Canadian Cattle Association Executive Vice President Dennis Laycraft, and Chief Government and International Affairs Officer Jennifer Babcock attended the event and participated in a media interview with a major foodservice industry magazine. Korean importers of Canadian beef also co-hosted the booths, engaging with numerous existing and prospective buyers.  To enhance engagement, CBII Korea hired a chef and hosted daily beef tasting events. Popular Canadian beef cuts including flat iron, meat finger, chuck flap tail, hanging tender, and short plate were grilled and served to visitors. The chef also promoted Canadian beef attributes, introduced the CBII Korea Instagram page, and shared cooking tips with over 2,000 attendees.  Watch a video of the event here. Back to main page   Ichiro Kiyotomi, Japan S/ Korea Senior Director, Market Development Takako Toyama Japan, Senior Manager, Operations  YG Shin, South Korea, Marketing Coordinator |
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