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Bringing U.S. Beef Back To Japan and Korea

Bringing U.S. Beef Back To Japan and Korea. The slow path to re-launch. Reentry “eminent”. Early – “they’ll have to open,” and “if they focus on the science they’ll have no choice”

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Bringing U.S. Beef Back To Japan and Korea

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  1. Bringing U.S. Beef Back To Japan and Korea The slow path to re-launch

  2. Reentry “eminent” • Early – “they’ll have to open,” and “if they focus on the science they’ll have no choice” • Then – technical teams, scientific teams, NGO teams, official visits, face-to-face discussions, mutual points of view, frameworks and politics as usual • Finally – cautious assessments, risk analyses, customary procedures and rule-making

  3. USMEF/FAS: A new alliance • “Business as usual” no longer possible • Need for “white-hat”/“black-hat” approach • Maintain trade relationships and consumer interest/ maintain political pressure • Show industry commitment to quality and safety/show government resolve to regulate protocols • Need to set the record straight • Media unbalanced, often negative • Opposition politicians, activists attack • Competitors work actively to take market share

  4. Early – Reactive • USMEF-Denver: • Hundreds of media calls, U.S./international • Daily USDA/FAS/trade contact • USMEF internationally: • Thousands of in-market media calls • Daily FAS/Embassy/local government and trade contact

  5. Then – Proactive • Consumer attitude tracking research • Key Market Assessments: • Japan, Mexico, Korea, China, Russia, Middle East • Worldwide strategy/messaging (coordinated with domestic industry partners) • Contingency planning • Established relationship with international third-party experts • Media contact/monitoring

  6. Proactive Goals • Gain permission to do business • Effect successful re-entry • Guard against future market interruptions • Longer-term: build global marketing environment favoring U.S. meat

  7. Proactive Criteria • Programs sensitive to local issues • Refine science-based platforms • Leverage local resources/expertise • Target short-term needs to re-open markets

  8. Proactive Approach • Gain science-based support • Create/maintain dialog • Separate “surveillance” from “safety” • Reach out to in-country influencers • Maintain communications • Monitor competition

  9. Recognizing The Differences • Japan: • Consumers more aware; second BSE scare • Government set 100% testing rule, which had to be changed before U.S. beef could qualify • Media active, focused on politics, not science • Korea: • Consumers scared early; put things in perspective • Government could accept international standards • Media not a long-term factor

  10. Beef Activities in Japan USMEF Tokyo Office

  11. EV Seminar/ Media briefing sessionJuly 20-21

  12. “Project J”Carcass Utilization Project To avoid “run” to specific, popular cutsalternative cuts (18~20 cuts) and suggested recipe • Development of a guidebook • Estimated additionof 15%-35% in tonnage

  13. Regional EV/Safety Seminar (9/12~22)

  14. EV/Safety Seminar (9/27)

  15. Japan Economic Impact Study Economic damage on the Meat-related companies in Japan December, 04 ~Late June, 2005 • $5.7 billion

  16. Banner Advertorials on Yomiuri(June 5 – 15) • Placed five banner advertorials in Yomiuri Shimbun, a national daily with Japan’s largest circulation of over 10 million to re-appeal American beef’s safety. • To protect the consumer (June 3). • U.S. firewalls (June 5). • SRM removal (June 8). • No MBM (June 10). • U.S. industry striving to be the best (June 15).

  17. Example of Banner Advertorial　Execution To protect the consumer (June 3) U.S. industry striving to be the best (June 15)

  18. US Commitment Advertisement • Advertisement in major national newspapers (Yomiuri, Asahi, Cｈunichi/Tokyo, Sankei and Nikkei<evening edition> - total circulation: over 27.6million) focused on the US commitments to produce safe and wholesome products. • This version of full page advertisement was placed on September 28th on Yomiuri. • US measurements and efforts are explained in the simple, but sincere style just like in the July advertisement. The design and head line match with the other media creatives in September.

  19. BSE Experts Panel Discussion Style Advertorial • Panel Discussion style with simple and short text and headings with larger font. The discussion focused on the international standard for BSE measurements. This advertorial was inserted in major national newspapers (Yomiuri, Asahi, Chunichi, and Mainichi - total circulation: over 25million) on July 19th. • Japanese spokespersons are more credible for Japanese audience. Dr. Ozawa is one of the most respected BSE experts and he serve as Honorary Advisory for OIE. Ms. Sakai is a former TV caster and familiar face to the readers.

  20. US Effort’s Advertisement • Advertisement in major national newspapers (Yomiuri, Asahi, Cｈunichi, and Mainichi - total circulation: over 25million) focused on the US efforts toward BSE. • This version of full page advertisement was placed on July 25th. • US measurements and efforts are explained in the simple, but sincere style. Having a lot of white space actually will draw the attentions.

  21. Magazine 2: Newspaper owned Weekly Magazine Design “Flowchart”

  22. Magazine 3: Economic Magazine “AMITA’s Economic Impact Study”

  23. Magazine 4: Interview of Dr. Nakahara on Yomiuri Weekly

  24. Community Paper: Sankei Living -- “Farm to Table”

  25. TV Tie-up Program--September <13 Areas and Schedule> TVK (Kanagawa) on 9/28&29 MX (Tokyo) on 9/28 TVS (Saitama) on 9/27 CTC (Chiba) on 9/30 GTV (Gunma) on 9/29 GYT(Tochigi ) on 9/30 BBC (Shiga) on 9/25 KBS (Kyoto) on 9/25 SUN (Osaka) on 9/26 TVN (Nara) on 9/24 WTV (Wakayama) on 9/26 GBS (Gifu) on 9/26 MTV (Mie) on 9/24 Total Households covered: 37,557,000 30 minute program produced by TV Kanagawa On air TVK and other 13 independent local TV stations

  26. TVCF Spot : 30 seconds message from US beef industry On air from 9/23-9/30 <TV stations and area> (viewable households ) TBS/CX in Tokyo (17,055,000) ABC/KTV in Osaka (8,621,000) CBC/CTV in Nagoya (3,969,300) <Cable TV stations> FOX/Drama Channel/Fuji TV721/Foodies/Super Channel/Family Theater • Send the message about US sincere efforts of producing safe beef for family in US and in Japan especially to the consumers who do not have positive image toward US beef and US in general on this issue • Visual Image (Cattle Ranch) with the text message on the screen with the narration • Ending with logo and URL for • more information You can check the TVCF from the following site. http://www.aoi-pro.co.jp/~a0015068/USMEF_online_30sec.mov

  27. Traffic In-train Ad: American Beef “Commitment” message inserted in trains in Tokyo and Osaka to further reach out to the general public about US beef ‘s efforts to produce safe beef Placement location (date): reach /day JR Chuo (Tokyo) 9/28-29: 3,144,205 Tokyo Metro 9/28-29: 2,447.874 JR Osaka (Osaka) 9/29-30: 4,685,232

  28. Evaluations of Full-page Adｓ <Excerpts of Survey Results> June 5 June 15 July 25 Sept. 28 2d/4C 2d/BW 15d/BW • Ad Awareness Rate 32.6%55.1% 65.7% • Interested in the ad 71.8%75.7% 83.4% • Impressed with the ad 53.0%56.5% 65.2% • Had good image of US beef on seeing the ad 50.9% 45.3% 56.9% 5. Ratio of supporting import resumption 60.2% 57.6% 60.2% 6. Will buy and eat US beef after the ban is lifted 38.1%40.1% 69.6% 7. Understood more about US beef these ads ------- 69.3%66.7%

  29. Estimated Steps to the Resumption Fastest Scenario • Nov 2---Approval by FSC • Nov 14~22--Risk Communication by FSC to the trade and general public at 7 locations • Nov 29—Completion of Public Comments • After Dec 8 ---Completion of compiling the comments • Dec 9 ~ mid-Dec---Announcement of the resumption by the GOJ • Additional orientations on the resumption by the GOJ

  30. Korea – Beef2005 Fall BOD

  31. BSE Communication Program(~ September, 2005) Communication Objective : Issue Minimization Communication Tactic : Inoculation of Key Opinion Leaders to reduce excessive fear of BSE when media brings the issue

  32. BSE Communication Program(~ September, 2005) • Influencer Perception Survey & Management • NGO Roundtable meeting • NGO Team • Yonhap News meeting • Media Teamfor TV Program What we gained are; • Built relationships with NGOs and academia and received good responses from USMEF’s communications efforts. • Identified key spokespersons • Set consistent communication channel with influencers group • Built firm relationship with key journalists

  33. NGO Team(May, 2005)

  34. TV Program(June 2005)

  35. March 2006(?) October 2005 BSE Communication Program How to use these assets to lift the ban on US beef? Where are we now?

  36. BSE Communication Program- Situation Analysis • 2nd BSE case brings back public attention on BSE. • Position of the US as a beef exporting country changed. • Stocks of US beef running out ; market stability at risk. • Negotiation is likely to resume soon. Make favorable environment to lift the ban on US beef

  37. Progress of BSE issue Expert Meeting (October 19th, 2005) – Animal Health Committee (November, 2005) – Negotiation (3-4 times, 2-3 month?) – Notification on Official Gazette – Comment Period (20days) – NVRQS plant approval & health certificate language preparation(1-2 weeks) – Official Announcement Bone in vs. Boneless 20 moa vs. 30 moa Beef variety meat SRM definition

  38. Who makes the decision? Domestic Animal Sanitation Division of Ministry of Agriculture & Forestry Ministry of Foreign Affairs and Trade

  39. Who are the influencers? • Korea Hanwoo Association • Korea Swine Association • Korea Milk and Dairy Beef Association • Consumer Groups • Academia (Veterinarian, Medical Doctor, Nutritionist, etc) • Media

  40. What has been changed since December 2003? • Trade : Moved to pork (US) & Australian beef • Retail : Moved to Domestic dairy beef, Aussie grain fed beef & Pork • HRI : Moved to Pork & Seafood or Closed • Consumer : Moved to Pork and eat less meat

  41. How stakeholders think about beef market reopening? • Traders : Ready to import • Retailers : Ready to sell US beef • HRI : Ready to sell US beef menu • Consumer : The number of Korean consumer has increased that they would buy U.S. beef. In February 2004, 19% of consumers responded that they felt comfortable to purchase U.S. beef but it has increased to 35% in 2005. (USMEF/IPSOS, July 2005)

  42. BSE Communication Program(~ Market Reopening) • Feature article – Beef is safe • Influencers’ By-lined articles • Industry support program – Feature article • TV desk meetings • BSE and US beef survey • Media Roundtable Talk on Paper

  43. Market Reopening Strategy • Sales vs. Awareness • Traders / Retailers / General Consumer • Consumers are eating less beef because of high price and low quality. • Let them taste US beef and know US beef is on sale! • Kick Aussie beef out of the shelves! • Safety vs Tasty beef FOCUS ON RETAIL SALES PROMOTION & SALES ORIENTED CONSUMER ADVERTISEMENT

  44. Post Market Reopening Program • Retail Developing POS material Retail Display Team Retail Buyers Team Outdoor BBQ promotion Retail Sales Promotion and advertisement Retail Seminar by chains Retailer Information Package • Consumer Ahshim Campaign Seoul Beef Festival Hi Seoul Festival Media Team

  45. Post Market Reopening Program • Trade Monthly Breakfast Seminar Newsletter Trade Seminar Market Reopening Party • HRI Chef Team

  46. Questions?

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