Is Japan Australia’s biggest export market for beef?
Definitely. We export beef to about 120 countries and Japan takes 30% of that. It’s been fairly steady trade since the late 1990s. Beef consumption reached its height in Japan in 2001. What is the per capita consumption of beef in Japan? About 6 kgs. In Australia, it is 38 kgs. There was this false belief among everyone in marketing way back in the early 1990s when we were forming initial marketing strategies, that if Australians eat 38 kgs, then Japanese should be able to eat somewhere near that amount, too. That strategy didn’t change until the 2000s. A more realistic goal for us now would be to see Japanese per capita consumption be about 10 kgs. Did the recent foot-and-mouth outbreak in Miyazaki Prefecture boost sales of Aussie beef? No. Everyone thinks it must have been good for Australian beef, but it didn’t really make a difference as the issue was confined to one brand and one prefecture. In Japan, there is a lot of empathy with local farmers. The government started a campaign
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