Transcript American Beef

American Beef
Presentation for Kanagawa Coop
Paul Spencer, U.S. Embassy Tokyo
March 27, 2007
U.S. & Japanese Per Capita Beef
Consumption
(kg per year – carcass basis)
45
40
35
30
25
20
15
10
5
0
2002
2003
2004
2005
2006
Current Situation in the
United States
• Beef is a major component of the diet
• Consumers confident in regulatory system
• Science-based approach to managing BSE
risks
• BSE outbreaks did no lasting harm to
market
Current Situation in
Japan
• High prices due to limited imports
• Less consumer confidence in regulatory
system (both U.S. and Japanese)
• Beef is a not as big a component of the diet
BSE Chronology
mid-1980s
BSE recognized in UK
1996
UK announces probable link between BSE and
CJD
U.S. Food & Drug Administration introduces feed
ban
1st case confirmed in Japan; Japan introduces feed
ban
1997
2001
2003
1st case confirmed in Canada
2003
1st case confirmed in US
U.S. beef banned from major export markets
Differing Situations
Japan
– Number of BSE Cases: 32
– OIE Status: Not Determined.
United States
– Number of BSE Cases: 3 (one foreign born)
– OIE Status: Controlled Risk recommended (to
be voted on in May)
Differing Approaches To Risk
Management
Japan
– Uses BSE-testing to guarantee food safety
– Tests all animals at slaughter regardless of age
United States
– Uses BSE-testing for surveillance
– Food safety is secured by SRM removal
Selling U.S. Beef In Japan
• Beef only allowed from animals 20 months
or younger
• Over 3,500 restaurants and local
supermarkets now sell U.S. beef
• Major supermarkets are starting now
(Seiyu)
• Supply is the major issue but things are
getting better
75% of Japanese Will Buy U.S. Beef
N=416
would buy if in
shops/supermarkets
Would buy with certain
merits (low price/good
taste/etc.)
Would buy if some
people around me were
buying
Would buy if most
people start buying
Would not buy even if
others are buying
7.0
36.1
74.8%
9.1
22.6
25.2
Half will buy
with certain
basic conditions
satisfied.
The rest will buy
after observing
the situation.
Source: MacroMill Web Survey (N=416 ・Wave 10) Sep 15-17, 2006
Conditions for Consumers to
Purchase US Beef
Top 5 Reasons
1. Japanese Government approves the safety (35.3%)
(done)
2. U.S. Government ensures the safety (25.0%)
(done)
3. Celebrities & academics agreed about safety on TV
& print (25.0%) (done)
4. On the shelves of large supermarkets (18.3%)
(done)
5. U.S. producers explain safety (17.9) (in process)
We Care - Web Site
www.wecare.jp
Enjoy American Beef!