The menu is being promoted on the convenience store company’s website and to its 90,000 Twitter followers.

To ensure that targeted female shoppers get the message, USMEF and FamilyMart recently hosted an event for a group of 11 influential “power bloggers,” women in their late 20s and early 30s who reach an average of 20,000 readers each per day. The bloggers were given samples of the new menu items as well as background information on U.S. beef.

“Before access for U.S. beef to Japan was expanded on Feb. 1, the supply of beef was not consistent enough for convenience store companies to hold large-scale promotions,” said Takemichi Yamashoji, senior marketing director for USMEF-Japan.

Click here to read more about the recent change in Japan's beef export protocols with U.S.

Yamashoji said although the economy of Japan has been depressed in recent years, the number of convenience store outlets has increased annually, making them a desirable outlet for U.S. red meat exports.


Going forward, USMEF is looking to expand visibility for the convenience store company’s promotion by working with Ozmall, a popular information website for female office workers with more than 600,000 readers. The groups have developed a webpage to explain the attributes of American beef and introduce the campaign and promotional menus targeted at working women who have limited time for cooking.

Through the first four months of 2013, U.S. beef exports to Japan were up 49 percent in volume and 44 percent in value over 2012 levels to 59,969 metric tons (132.2 million pounds), valued at $382.3 million and making it the top market for U.S. beef for the first time since 2003.  end mark

—From U.S. Meat Export Federation news release

FamilyMart has teamed with the U.S. Meat Export Federation to revamp the company's offering with high-quality U.S. beef products. Photo courtesy of USMEF.