|
|
| View in browser | |
 SAFEGUARDING THE CANADIAN MEAT SUPPLY: A webinar The COVID-19 pandemic has impacted supply chains around the world including those for beef and pork. The Canadian meat industry has implemented a broad range of safeguards that have enabled the industry to re-establish production to essentially normal levels. On September 16, Canada Beef participated in a webinar in collaboration with Canada Pork to discuss these safeguards and the current measures along with the programs and services available to support trade in Canadian meat products with in-market partners.  Over 200 in-market partners participated in the hour-long webinar including the Q&A session; there was much positive feedback from the audience regarding this joint initiative of Canada Beef and Canada Pork. The virtual event opened with comments by Tracy Reynolds, Minister (Commercial) from the Embassy of Canada in Japan. Following were presentations by Trevor Sears, President and CEO of Canada Pork, Michael Young, President of Canada Beef and Dr. Xianqin Yang, Microbiologist with Agriculture and Agri-Food Canada (AAFC). Dr. Yang provided an overview of key information on the virus followed by a presentation on the current measures taken by the Canadian meat industry to protect against COVID-19. Canada Pork and Canada Beef each presented an overview of marketing and promotion programs and the value proposition that our products bring to the marketplace. Some media noted that it was the best webinar ever in the Japanese meat industry and they prominently featured articles about the webinar.  Canadian Beef Ambassadors CBII Japan appointed two well-known cooking experts as Canadian beef “ambassadors.” These ambassadors develop and post a recipe on their popular social media accounts every week to publicize the Canadian Beef Advantage (CBA) to their followers and to raise awareness of the Canadian beef brand to interested consumers and end-user customers across Japan. The audience for these ambassadors is women age 20 – 50; younger influencers tend to have a younger audience. Kaori Yanagawa has 84,000 Instagram followers. Kaori is a medical doctor, recipe developer, food stylist, food writer, columnist, and mother in the Nigata prefecture. She is also the cookbook author of Everyday Happy Meal; Every Table; Happy Home Meal; and Simple Happy Meal, a best-selling recipe book in Japan. Kaori’s Canadian beef recipe posts had 2349 likes and 19 comments for one post and 2808 likes and 15 posts for the other post. Kaori’s artfully-styled food shots come with captions describing how she balances parenting with food prep. Her feed is full of beautiful ingredients alongside simple weekday recipes.   Chiori has 209,000 Instagram followers. Chiori is a recipe developer, food stylist and mother raising three teenagers in Hokkaido, the northern part of Japan. Chiori’s Instagram account is full of artful dishes that play with colours, textures, and shapes. Her simple recipes provide new ideas for busy working mothers and are delivered through a popular Instagram account. Chiori’s posts had 5899 likes for one Canadian beef recipe post and 6683 likes with 50 comments for the second post.   Japan Website Update The recipe section on the Japan website was fully upgraded to meet an increase in demand from people staying home who are looking for Canadian beef recipes. We have uploaded select recipes created by our Canadian Beef Ambassadors along with some CBII Japan original recipes so that visitors can access more creative recipes. Canadian Beef Ambassadors continue to upload new recipes to keep the viewing experience fresh.  Expanding Canada Beef sales promotion at retail Canada Beef sales promotion has expanded in many retailers across Japan. Canada Beef POS materials (labels, stickers, and recipe books) were distributed to supermarkets and meat shops nationally to support the sales increase. The Japan Supermarket Association announced that sales of meat products in August were up 11.6% from the prior year, resulting in seven consecutive months’ growth. Sales of Canadian beef continue to increase as many consumers still prefer cooking at home to dining out. Four regional supermarkets and two national meat shop chains have greatly expanded their meat case to promote Canadian beef products.   Back to main page  Japan Team Yuko Onizawa, Ichiro Kiyotomi, Takako Toyama |
|
CONTACT US Suite 146, 6715 – 8th Street NE Calgary, AB Canada T2E 7H7 Tel: (403) 275-5890 info@canadabeef.ca canadabeef.ca |
You’re receiving this newsletter because you’ve subscribed to Canada Beef Performs. No longer interested? Forward to a friend? Comments? Email our editor at editor@newsletter.ca © 2020 Canada Beef. All rights reserved. |
|
 |