Uruguay strengthens its strategy in the Japanese beef market
The National Meat Institute (INAC) concluded its participation in the Food Fair in Chiba, Japan, where Uruguay continues to strengthen its presence in a demanding and growing market. Josefina Valenti, marketing manager of INAC, highlighted that the country was represented with a 72-square-meter stand, where Uruguayan meat tastings were held, a key strategy to strengthen the brand in the competitive Japanese market.
"Today, this three-day fair ended and we were present with a stand with on-the-go tasting, which has not stopped serving meat to all visitors", said Valenti from Tokyo. Uruguay's participation in this event included a special reception on the first day of the fair, with importers and key players in the sector.
Japan is a market that has grown significantly for Uruguay, with a 26% increase in 2024 compared to the previous year, reaching 10,000 tons exported. However, the main challenge remains the 38.5% tariff that affects the competitiveness of the Uruguayan product against its main rivals: Australia and the United States.
"From the marketing department we are focusing on developing activities that enhance the brand and bring our product closer to the end consumer", explained Valenti. In this context, Uruguay has planned several actions to continue consolidating its presence in Japan. This year's Expo Osaka will be a key platform, as will a promotional action in April and May at the Steak House of the Ana Intercontinental hotel in Tokyo, in collaboration with the restaurant's executive chef.
A recent milestone in the export of Uruguayan meat products to Japan was the incorporation of beef tongue, a cut in high demand in Japanese cuisine . "At the reception we offered tongue in a traditional Japanese preparation, grilled, which generated a lot of interest among importers and distributors", added the marketing manager of INAC.
Regarding competition in the Japanese market, Valenti said that Australia and the United States dominate 80% of the meat market, each with different strategies. While the United States focuses on grain-finished meat, Australia competes directly with the Uruguayan model of grass-fed production.
Asked about the impact of the presence of the Japanese company NH Foods in Uruguay, Valenti indicated that today importers are leading the commercial relationship. "I cannot say whether their presence was key in the path of positioning, but we do have very large importers, loyal to Uruguay, who play a fundamental role in the marketing and promotion of our meat", she said.
Looking to the future, Valenti believes that Uruguay has the potential to continue growing in the Japanese market, although the reduction of tariffs is a pending goal. "The tariff is an important barrier and is a recurring topic in conversations with importers and distributors. But aside from that, there is a lot of room to continue consolidating ourselves in Japan", she concluded.
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