U.S. Cattlemen Work to Increase Beef in Japan

March 5, 2002

Efforts by the National Cattlemen's Beef Association (NCBA) have helped increase the U.S. government's support for increased beef promotions in Japan, according to the organization. These promotions have become even more important since a case of Bovine Spongiform Encephalopathy (BSE) was discovered in Japan Sept. 10, reducing both Japanese consumers' confidence in beef and the amount of U.S. beef exported to that country.

According to Chuck Lambert, NCBA chief economist, USDA is investing a total of $3 million toward the effort. Part of the funding consists of $1.5 million in Market Access Program (MAP) funds, which often match or supplement funds invested by U.S. producers and private industry. The remaining government funds will be available through the Section 108 Program.

In this case, $1.37 million in beef checkoff funds, committed by the industry's Beef Promotion Operating Committee and approved by the Cattlemen's Beef Board, were dedicated to the effort. These resources join approximately $1.8 million in funds from state beef councils and corn producers, and nearly $1 million from packers.

Historically, more than 80% percent of MAP funding has been devoted to building export markets for high value products like beef, the fastest growing component of U.S. agricultural exports. The funds for building Japanese demand for U.S. beef will be used by the U.S. Meat Export Federation in an aggressive promotion that begins in March and includes direct consumer promotion through print and magazine advertising, as well as retail promotions.