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 to help the farmers and consumers felt they had to assist as well. Restaurants and supermarkets were encouraging consumers to eat Japanese beef, with some of the proceeds from sales even going toward helping the farmers. What about the BS
