“We use a three-pronged approach that gives consumers reasons to buy NZ beef ahead of other countries.
“We tell the NZ story, including environment and animal welfare aspects and highlight our food-safety systems as well as the health and well being attributes of NZ beef.”
The approach was well illustrated in Japan’s southern-most province of Okinawa, a region known for the longevity of its population and healthy diet.
“It is little surprising to find that Okinawans seek out lean red meat and that NZ grass-fed beef is their preference,” he said.
For the past 12 years B+LNZ and meat processor ANZCO had worked with Japanese retail and food chain San-A Co.
San-A senior managing director Atsushi Nakanishi said Okinawans typically ate more meat than their compatriots in other parts of Japan.
“They prefer lean meat such as grain-fed beef.
“Accordingly, good-quality NZ grass-fed beef, which can be supplied on a stable basis, suits Okinawans’ preferences,” Nakanishi said.
To meet that demand San-A established a trade in chilled NZ grass-fed beef 12 years ago.
NZ beef sales now accounted for about 85% of San-A’s total beef sales, with supply constraints during the NZ winter being the only inhibitor to further growth.
“Okinawan consumers rate NZ beef highly, particularly its consistently good quality, its tenderness and its overall taste,” Nakanishi said.
ANZCO Foods Japan president Makoto Kinjo said ANZCO had the technology to supply chilled beef to the Japanese market at that critical time12 years ago.
“Okinawan consumers rate NZ beef highly, particularly its consistently good quality, its tenderness and its overall taste.”
Atsushi Nakanishi
San-A Co
“It started with a very small volume but sales have grown year-on-year and now ANZCO’s supply of grass-fed chilled beef to San-A accounts for a big part of NZ’s chilled exports to Japan.”
NZ beef had very strong support and brand loyalty in Okinawa because of its consistently high quality and its promotion as healthy beef, Kinjo said.
“B+LNZ was involved all the way along, branding the product as healthy NZ grass-fed beef.
“B+LNZ and ANZCO have invested a lot in building that brand, such as monthly promotions, and it has made the San-A business very formidable,” Kinjo said.
Consumers recognised the eating quality difference between NZ and Australian beef.
“For example, every NZ winter, NZ production is down but demand is at a peak in Japan and from time to time San-A has to fill the gap with Australian beef.
“Consumers immediately respond to that and recognise it is not the same beef.
“We have an obligation to deliver top product every week and ANZCO has been working with farmers to make sure they can secure cattle every week and month of the year,” he said.
B+LNZ Japan market manager John Hundleby said the organisation’s promotional activity in Okinawa focused on supporting retailers of NZ grass-fed beef and included hosting educational seminars aimed at potential trade customers.
