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 Canada Beef Food Truck It took three years from concept to realization but the Canada Beef food truck is now in operation. On July 10 the food truck was unveiled at Sun March, a popular weekend food market in Tokyo. More than 120 servings were sold, selling out within two hours. The event was widely covered by the media.   The pandemic has not ended in Japan and the future of indoor dining remains uncertain. More than 45,000 restaurants have already closed and the foodservice industry continues to suffer. The Canada Beef food truck is a creative solution to promote Canadian beef in outdoor spaces across the country.   The food truck doesn't distribute free beef samples to consumers, instead, it sells Canadian beef menu items like burgers at event spaces in front of retailers stocking Canadian beef. The menu consists of both Japanese and western style beef dishes all featuring Canadian beef ingredients.   The main goal of the food truck is to get consumers to try Canadian beef, then send them to the retailer so they can purchase Canadian beef to take home. This is a comprehensive consumer marketing project to raise awareness of the Canada Beef brand in Japan. On July 17, Belx supermarket, Canada Beef International Institute (CBII) Japan’s retail partner, ran a Canada Beef promotion while the Canada Beef food truck was operating in front of the store. Canadian beef daily sales at the Belx supermarket hit a record high, JPY240,000 or 600 packs in one day. The food truck will be visiting venues until the end of March 2023. Please check out the Canada Beef Japan website for updates on where the food truck will be located. Updates will also be posted on the Canada Beef Japan IG account. Watch this video for an overview of the food truck program. Japan COVID-19 Update Japan reported the highest number of new coronavirus cases in the world the week of July 25 to 31, although the actual number of infections worldwide may be even higher than the reported figure. The Japanese government adopted measures to fight the country's COVID-19 seventh wave, aiming to curb infections without restricting business or other activities. The measures include promoting fourth shots of COVID-19 vaccines to elderly people, boosting free-of-charge coronavirus testing capacity at railway stations and airports as well as ensuring effective ventilation inside buildings. Japan’s total beef import volumes in June were 67,436 tonnes, up 27% year-over-year (YOY) and imports from Canada were 5,959 tonnes, up 53% YOY. Canadian chilled offal cuts grew twofold YOY, representing 31% of the total volumes of Canadian chilled beef due to an increase in demand from the retail sector. South Korea COVID-19 Update The daily number of infections increased to 110,000-120,000 in early August. The government is urging residents to get their third or fourth vaccinations. Due to economic concerns, including high inflation rates and increasing interest rates, and the long rainy season, general consumption shrunk in July. The government introduced a new 0% tariff-rate-quotas to 100,000 tonnes of imported beef, available to all trading partners, including Canada (the current rate is 18.6%), from July 20, 2022. Korea’s total beef imports in 2022 (January-July quarantine statistics) were 275,371 tonnes, up 7.8% YOY, and imports from Canada were 14,143 tonnes, up 140.7% YOY. Back to main page  Japan Team Yuko Onizawa, Ichiro Kiyotomi, Takako Toyama |
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