A survey, commissioned by the U.S. Meat Export Federation, indicates that over the past three years the number of Japanese consumers who feel "extremely safe" or "somewhat safe" in consuming U.S. beef have more than doubled from 12.1% in 2006 to 30.1% in August, 2009. And those consumers who feel "not very safe" or "not safe at all" have declined from 62.5 % to 30.8%, while the balance have no firm opinion.
This is encouraging news, however, access for U.S. beef remains limited in Japan. USMEF Japan senior marketing director Takemichi Yamashoji, says their programs are geared toward reinforcing these positive perceptions among consumers and the trade, and the trend is very positive.
When asked what would encourage them to buy U.S. beef, the survey participants cited several leading factors. The top factor: 41% indicated the approval of the safety of U.S. beef by the Government of Japan is important.