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Asia Pacific Region - BEEF -

Asia Pacific Region - BEEF -. Joel Haggard Vice President, Asia Pacific Region. OPEN Taiwan (4/8/05) Vietnam (1/11/05) Indonesia Philippines. CLOSED Japan Korea Hong Kong/ Macau China Singapore Thailand Malaysia. Asia: Status of Major Beef Markets. Japan.

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Asia Pacific Region - BEEF -

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  1. Asia Pacific Region - BEEF - Joel Haggard Vice President, Asia Pacific Region

  2. OPEN Taiwan (4/8/05) Vietnam (1/11/05) Indonesia Philippines CLOSED Japan Korea Hong Kong/ Macau China Singapore Thailand Malaysia Asia: Status of Major Beef Markets

  3. Japan Sam Harada & Shinobu Shimada

  4. Estimated Process to the Resumption 1. May 24—GOJ requested to FSC for the deliberation on the risk on US beef 2. June 3---First session by Prion Sub-com of FSC??? >>>>Unknowns **Number of sessions and frequency??? **4~6 times2 months to as long as 3 months???? 3. End of deliberation around August~September??? 4. Public Comments and regulation change/announcement by GOJ---September~October??? 5. Actual arrival of products---October~???

  5. Current Environment(Trade) • Japanese industry---almost “out of breath” financially with continuous decline in beef business • Eg: Tongue—6 time higher at $26/lb, wholesale level since the pre-BSE level. • Yakiniku restaurants shrinking from 20,000 to 18,000 operations and worsening • The later the timing of the trade resumption, the less incentive to return to US beef quickly

  6. MEF Trade Hearing, April 11-25 • On-going hearing of major 60 companies • Sales intention? Yes…………62% No……12% Not Decided…..26% • Positive PR of US beef upon resumption? Yes…………15% No……73% Not Decided…..12%

  7. Pre-resumption Phase-TradeKey: Information/Education On-going • Project J and Guidebook—On going • Economic Impact Study—Third Round—on going • Trade Newsletter • Web—additions and revisions • Production of new VCR on cattle production—on going • In-depth Trade Survey—clear identification of strategic aspects of targeted companies throughout Japan • Key Opinion Leader Mapping—to identify influencers (trade/political, etc) behind the scene to maneuver the key issues.

  8. “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 30-35% 

  9. Pre-resumption Phase-TradeKey: Information/Education Pre-resumption Phase • EV orientation seminars---regional markets • Safety Expert/Trade MediaTeams • Trade Teams (Pre/post Trade Resumption-more biz oriented) • Development of BSE/safety related information • US Beef Sommelier—US Beef Instructor for Instructor • Web (ongoing) • Newsletter (ongoing) • Trade Advertising on technical and R&D in the US (ongoing) • Sales competition (After TR) • Sales promotional activities with targeted companies (After TR)

  10. Activities beyond October Information gathering/hearing/market analysis dissemination and education Gradual expansion of sales/education related activities as exports increases with new message

  11. Current Environment(Consumer and Media) • Media coverage on BSE and US beef declined in general • Low level of Interests among consumers • When asked, they show strong concerns toward US beef, BSE, vCJD, government discussions and procedures on this issue • Majority people (consumer and media) believe GOJ is making changes in 100% testing due to US pressure

  12. Current Environment(Consumer and Media) • Poll in October 2004 by Asahi (Tel. survey N= 1832) 63% objected to the US beef import resumption 63% do not eat US beef • Poll in February 2005 by Kyodo (Tel. survey N=1,009) 64.5% objected to the plan to drop 100% testing 72.5% do not want to eat US beef • Poll in May 2005 by JNN (Tel. survey N=1,210) 53% want 100% testing 46% OK to change 66% OK to import if some level of safety are assured

  13. BSE Education Materials -Consumer • Developed BSE education materials for consumers and media (printed 10,000 copies in July 2004) • VCR was also developed and available on our web site • Provided information about BSE and US beef production • Distributed via Newspaper Announcements in July, USMEF Web Site, and 14 Local paper publicity (over 10 million accumulative circulations) • New materials are under the development stage

  14. US Beef Safety Video • Developed US beef safety video for consumer ( Sep. 2004) • Providing safety information by movie for consumers to easily understand US beef and BSE measurements (13 minutes long) • Developed the movie download page in the consumer section of our homepage

  15. 120 consumers attendedthrough Sankei Living Newspaper, our website, and BEPO(our publication) list. Direct communication session by US technical members with consumer General Media covered (24 media-50 people attended) Media coverage: Print and TV Media $320,000 ad. value Town Hall Meeting II (Apr 27, 2005)

  16. Post event publicity was placed in Sankei Newspaper (circulation: 2,024,783 nationwide) on May 15, 2005 to provide the presentation materials and Q&A session contents to the general public. The post event report on our home page also will be developed with the results of the questionnaires from the town hall meeting. Town Hall Meeting IIPost Event Publicity

  17. Pre-resumption Phase-ConsumerKey: Information/Education On-going • PR Activities — On going possible Media Team?? • Newspaper Advertorials • Consumer Publication Be&Po • Web—additions and revisions • Educational Materials — production of new education booklet on US beef production and safety system • Comprehensive Consumer Survey—clear identification of issues and challenges to regain consumer confidence • Consumer Group Mapping—research on key consumer groups and members to seek for the strategy

  18. Pre-resumption Phase-ConsumerKey: Information/Education Pre-resumption Phase • PR Activities (on going) Influencers Programs • Advertorials in Magazines • Web (ongoing) • Publication (ongoing) and Special issue for TR • Press Conference or Opening events(After TR) • TV Publicity (After TR)

  19. Korea JiHae Yang

  20. Current Beef Market • US beef stock : approx. 3.500mt • Lowering wholesale price : Shelf life of US beef stock affects whole beef prices. (~early December) • The longer US beef is out of market, the more market is getting adapted to Australian beef. (Ex, Costco)

  21. Lowering wholesale price

  22. BSE hit hardest • Korean BBQ restaurants 62.4% suffering insufficient beef supply 41.4% changed their menu 86.8% showed sales decrease - Slow economy(51.6%) & food safety concern(20.8%) 72.9% hopes US beef back Source : Sejong University, 2005

  23. Timeline of Market Reopening • May : NGO Team visited US • 1st week of June : 3rd Technical Talk between US-Korea (might be the last) • June ~ : Negotiation starts • September (?) : Market Reopening

  24. Pre Market Reopening Activities • Influencer Perception Survey & Management • NGO management • TV Editor & Yonhap News meeting • Media Team for TV Program

  25. Post Market Reopening Activities • Welcome Back US Beef! Advertising Campaign • Welcome Back US Beef! Retail Sales Promotion • Welcome Back US Beef! Festival • Receptions for Stakeholders • Food Safety Campaign • Media Team for Dailies • Media Team for Consumer Magazines

  26. In-store Promotion • 446 tasting promotions done as of April ’05 with US beef stock since February ‘04 • 8 retail chains • 100% sales increase during the promotion. • Price > Safety

  27. Taiwan Joel Haggard

  28. Taiwan: 2003 Taiwan Beef Import Statistics

  29. Taiwan: 2004 Beef Import Statistics

  30. Hong Kong & China Joel Haggard

  31. HK: Canadian Beef Advertisement

  32. HK: Canadian Beef Advertisement

  33. Australia: Retail COO POS

  34. ASEAN Eric Choon

  35. Currently 3 markets have lifted the ban: • Philippines in early 2004 • Indonesia in Mid 2004 • Vietnam in January 2005 • Emphasis is on muscle meat beef for Philippines, Indonesia & Vietnam • Introduce/educate loin & non-loin cuts • Beef variety meats for Indonesia • Working on lifting of ban in Singapore, Malaysia & Thailand

  36. Welcome Back U S beef Reception-Vietnam Trade – introduce/educate new products to importers & distributors Trade Teams to USA – May 16-22,’05, Philippines & Indonesia Great American BBQ – Singapore July ’05 Trade Shows – Food & Hotel Malaysia – Sept ’05 International Hospitality Show, Thailand – Sept ‘05 Food & Hotel Vietnam – Dec ’05 Food & Hotel Asia, Singapore – April 06 Menu Promotions & Culinary Training Retail promotions Activities

  37. Welcome Back U S Beef ReceptionFeb 24, 05Ho Chi Minh City, Vietnam

  38. Promotions & Activities in Vietnam

  39. Thank You!

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