Building Brand Identity for US Prime Grade Beef in Japan

With U.S. beef priced higher in Japan than competing imported product, USMEF is implementing a campaign to differentiate Prime grade U.S. beef. One of the campaign’s strategies is to position Prime beef as an appealing alternative to the domestic Wagyu beef that Japanese consumers know and love.

USMEF has heightened efforts to promote Prime cuts that are underutilized in the U.S. but can command a premium in Japan’s retail and foodservice sectors, such as round and chuck cuts, strip loins and coulottes.

Steak Gusto, a nationwide steak restaurant chain, recently...

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