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 EXPORT MARKET DEVELOPMENT PROGRAMS Canada Beef launched an export market development (EMD) program last year; the goal of this program is to stimulate market development activities and grow market segments in order to increase Canadian beef in the export marketplace. EMD provides cost-shared funding support for eligible Canadian beef and veal representative company-initiated projects and activities. EMD also supports Canada Beef International Institute’s in-market partners. It provides support for projects that are geared towards achieving sales growth in the export market with two broad-based categories including Export Market Adaption (EMA) and Promotion & Marketing Programs (PMP). Export Market Adaption (EMA) EMA program funding includes support for incoming missions (buyers visiting Canada) from targeted markets outside of Canada. Promotion and Marketing Program (PMP) PMP funding includes the development, production and distribution of eligible branded and co-branded marketing materials. Introduction of EMD to in-market partners CBII Japan has been promoting the EMD program to their in-market partners through Canada Beef seminars, industry publications, interviews published in the media and social media. The EMD program guideline was translated into Japanese for distribution to CBII Japan’s partners. The First EMA Applicant In November 2019, a Japanese buyers group led by Foods-i, CBII Japan’s strategic partner, was the first applicant to the EMA program. They travelled to Canada for a Canadian beef experience presentation; this first trip was then followed by three additional groups.  CBCE Hosted the Buyers Group In December 2019, a Japanese buyers group led by Kanematsu Corporation, a large Japanese trading house, visited the Canadian Beef Centre of Excellence (CBCE) to learn about Canada’s quality standards, production methods and world-class grading system. The CBCE hosted the group and Mathieu Paré, CBCE Executive Director, gave a ‘gate-to-plate’ presentation. Following the presentation, the group enjoyed a tour of the Centre followed by a Canada AAA beef tasting prepared by the CBCE Chef. The group applied for funding under EMA, one of two EMD categories supporting in-market partners. Promotion and Marketing: Canada Beef Guidebook While EMA program applications are suspended or cancelled due to the COVID-19 pandemic, Foods-i applied for PMP (Promotion and Marketing Program) funding to produce the ‘Canada Beef Guide Book’ for distribution to their foodservice and retail customers. The fourteen-page booklet includes:
Foods-i’s distribution partner, Kuze, produced a customized Canada Beef Guidebook for their foodservice customer. This guidebook includes five videos introducing Canadian beef cuts and recipes that were produced under the PMP program. QR codes used in the guidebook enable our new customers to access the videos to find the details of Canadian beef cuts and specifications.  You can find the videos (embedded in QR codes in the guidebook) at these links:  Kuze will deliver this resource (guidebooks and video clips) to promote Canadian beef products during the high-demand holiday season. These resources are distributed at their private trade shows or/and exhibitions to reach out to new potential customers. These programs highlight the effective use of marketing tools that combine B2B marketing innovation, QR code utilization as a gateway to knowledge and use of the EMD funding from Canada Beef. EMD Contributes to the Sales Growth of Canada Beef More and more customers have come to show interest in Canadian beef and the number of trade inquiries has significantly increased since the EMD programs were launched. To date, 10,000 copies of the guidebook and eight video clips have been distributed in Japan. EMD contributes to the increase in the applicants’ sales growth—sales of Canada Beef are estimated to increase by $5 million as of mid-November 2020. Japan COVID Update Holiday buying and cooler weather are enhancing the demand for thin-slice cuts of Canadian beef. Beef prices are steady and no beef items have been identified in short supply. Canadian beef sales promotions continue to expand in many retailers across Japan with seasonal flyers and advertising. The JSA (Japan Supermarket Association) announced that sales of meat products in October were up 5.9% from a year-earlier, resulting in nine consecutive months’ growth. The demand for take-out and delivery has increased for fall/winter months, however not at levels that sustain dine-in operators. JFSA (Japan Foodservice Association) announced that restaurant sales in October decreased by 5.7% from a year-earlier but improved from the previous month. Compared to other foodservice sectors, BBQ restaurants are thriving (up 8.7% YOY) and Canadian beef BBQ cuts are trading well; one of reasons is that customers feel safer than being in a closed-in place with poor ventilation. Korea COVID update The Korea Sale Festival was held nationally to boost consumption during the first two weeks of November. All the major retailers and online stores participated in the promotion resulting in a sales increase of over 10% compared to the last year. However, with the rapidly increasing number of new confirmed COVID-19 cases since mid-November, the overall situation was reversed. As many consumers prepared hot beef soups, shabu-shabu, and Bulgogi (sliced and seasoned beef) at home more frequently as the weather got colder, the demand for blade, brisket, shank, back rib, and chuck roll has somewhat increased In early November, daytime sales at restaurants had almost recovered to last year's level, and nighttime (6 pm-midnight) sales were estimated to be below the minus 20% level. The government's national discount coupon program was helpful in resuscitating the dining industry. From mid-November, however, with the tougher distancing regulations, banning late-night dining at restaurants from 9 p.m. and asking consumers to refrain from dining-out and year-end meetings, the number of consumers visiting restaurants declined greatly, cancelling their reservations at BBQ restaurants and buffet restaurants. Back to main page  Japan Team Yuko Onizawa, Ichiro Kiyotomi, Takako Toyama |
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