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 Canadian Beef Promotion at Inageya Supermarket Canada Beef International Institute (CBII) Japan and Inageya Supermarket (Inageya) teamed up to create a summer/fall promotion to inspire new customer trial and encourage repeat purchases from loyal customers. Inageya is a major supermarket chain in the Greater Tokyo area, operating 133 locations where Canadian beef is sold. The promotion features five Canadian beef options at Inageya, including chuck eye roll, flat iron, short plate, outside skirt, and hanging tender. To support Canadian beef sales during this promotional period and beyond, CBII provided the artwork and production for the on-pack Canadian beef labels and point-of-sale materials. From June to October, Canada Beef supported 100 in-store sampling demos across 20 major Inageya stores, resulting in a 30% sales increase compared to the previous year. CBII continues to partner with Inageya to support this kind of initiative. Canadian Beef Promotion at Homeplus Hypermart From November 6 to 12, Homeplus — Korea’s second-largest hypermarket chain with 127 outlets nationwide — held a six-day promotion featuring Canadian chilled beef cuts, including short plate, finger meat, flat iron, and outside skirt. With support from CBII Korea, in-store tasting events were conducted over four days across 15 major stores, allowing over 15,000 customers to experience the premium taste and quality of Canadian beef firsthand. These sampling sessions enhanced consumer awareness and drove sales by showcasing the exceptional flavour and tenderness of the beef. During the Chuseok holiday period (October 3–8), Homeplus also featured a Canadian chilled shoulder clod slice gift set (500g × 3 packs), ideal for Bulgogi (marinated beef), in its gift catalogue distributed to 150,000 customers. Encouraged by the strong sales performance and favourable consumer feedback, Homeplus plans to hold another Canadian beef promotion in January or February 2026. Back to main page ICHIRO KIYOTOMI Senior Director, Market Development, Japan/South Korea TAKAKO TOYAMA Senior Manager, Operations, Japan YG SHIN Marketing Coordinator, South Korea

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