DODGE CITY, KS – Japanese convenience store chain Family
Mart is looking to upgrade its nutritional image with the help of beef imported
from the United States, High Plains Midwest AG Journal reports.
The chain of 9,500 stores — the third-largest convenience
store chain in Japan — is trying to convince women that its food offerings
are nutritious meal options. And because the U.S. Meat Export Federation
(USMEF) also targets female shoppers, the two organizations have partnered to
refresh Family Mart’s menu with high-quality beef.
Funding from the Texas Beef Council, Oklahoma Beef Council
and the Beef Checkoff Program, along with support from the USDA Market Access
Program, USMEF and Family Mart created a 10-item U.S. beef-themed menu that
includes a bento (lunch) box, rice bowl, salad, sandwich, soba noodle, sushi
and soup.
“Before access for U.S. beef to Japan was expanded on Feb.
1, the supply of beef was not consistent enough for convenience store companies
to hold large-scale promotions,” said Takemichi Yamashoji, senior marketing
director for USMEF-Japan.
“We really appreciate the promotional support from the Texas
Beef Council and the Oklahoma Beef Council as well as the Beef Checkoff Program
and other support provided through USMEF,” said Takaaki Ikezawa, buyer for
Family Mart. “As a buyer, I’ve had many chances to taste and compare various
beef products. Regarding tastiness, I think American beef is the best. With
well-balanced lean parts and fat, you can enjoy the original taste and flavor
of beef itself.”
USMEF is looking to enhance awareness for the Family Mart
promotion by working with Osmall, a popular website for female office workers.
“USMEF has supported many convenience store promotions, but
this one with Family Mart is quite remarkable for the Japanese convenience
store industry,” Yamashoji said. “We expect it will inspire other Japanese
companies who want to actively reach out to this market niche.”
Yamashoji said that the number of convenience stores in
Japan has risen steadily the past several years, making them a desirable outlet
for U.S. red meat exports.