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Distributor trade shows in Japan Trade shows have always played an essential role in the food industry’s marketing efforts. In addition to national trade shows, Canada Beef International Institute (CBII) Japan participates in Canadian beef distributor trade shows to reach regional foodservice markets. CBII Japan participated in the Matsuya trade show in Osaka on August 26, 2024. Matsuya is a foodservice distributor with eight sales offices across Japan. Over 2,000 visitors attended the one-day trade show, the first time it has been held in the past five years. CBII Japan then participated in the one-day Oie Sangyo trade show in Sapporo on September 10, 2024; over 1,200 visitors attended the show. Oie Sangyo is a foodservice distributor with 44 sales offices across Japan. CBII Japan supply partners showcased their popular beef cuts and newly developed Canadian beef value-added products at the two trade shows. With strong sales in the tourism industry, it was a good opportunity to promote Canadian beef to foodservice clients. Canadian beef promotion at Hyundai Automobile factories Hyundai Green Food introduced and promoted a new beef rib soup, using Canadian back ribs and Korean abalone, at 23 restaurants at Hyundai Automobile factories on August 14, 2024. The Hyundai factories have around 30,000 employees. The new beef rib soup received such positive feedback from many customers that they plan to serve this item at their other restaurants. Hyundai Green Food is one of Korea's largest food catering companies, serving over 600,000 meals per day at over 550 institutional restaurants in factories, offices, universities, and hospitals. They have been using Canadian back ribs and flat irons since 2023 and plan to test other Canadian beef cuts 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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