Tokyo - Meetings & Supermarkets

MLA - Meat & Livestock Australia - gave a presentation at the shiny new Australian Embassy. Of note: The Japanese consumer feels that US beef has problems with safety, traceability, use of hormones, and BSE. Since the re-introduction of beef into the Japanese market earlier this year, the Japanese still prefer their own, followed by Australian beef. In 2003, before the US BSE scare, the US contributed 30% of Japanese beef imports - now it is less than 1%. The Australians exported 32% and currently export 50% of Japanese imports of beef.

It seems to be all about brand awareness - and the Australian brand is safe, healthy and delicious. BSE and safety issues are enormous factors in Japanese consumer minds.

Japan currently tests 100% of all beef for BSE - the government pays for all testing - and traceability is mandatory!

Education of the consumer is important - so is the testing of all carcasses for BSE -so that they do not get into the food supply chain - my opinion. We must avoid consumer confusion. And the US must be more pragmatic in their ongoing negotiations with the Japanese government. Again, my opinion.

In the afternoon, we visited 3-4 supermarkets to look at the retail Wagyu product - it was quite impressive. Marbling fantastic. Price point - very valuable.

Afterwards, we went to a beer hall and had a sumptuous loud feast.

We are up early in the morning (some to Tsukiji Fish Market for the auction) and check out of the hotel for a tour of the meat grading facility and then on to Tottori in the afternoon.