NPPA President Sees Great Potential in Japan: the World’s Most Competitive Market

Tim Chancellor, president of the Nebraska Pork Producers Association (NPPA), was among the 30-member Heartland Team to visit Japan in September to meet with that country’s trade leaders. The meeting was arranged by the U.S. Meat Exporters Federation (USMEF).

The team, which included beef, pork, corn and soybean producers and other agricultural industry leaders, met with key players in the Japanese trade, toured retail and restaurant sectors, explored Japanese domestic production and gained a better understanding of the potential in the market and how USMEF works to develop the Japanese market for U.S. red meat products. The visit came on the heels of the trade agreement in principle that would bring Japanese tariffs on U.S. pork, beef and other agricultural products in line with tariffs of our competitors.

The Heartland Team got a first-hand look at our leading export market, learned more about its potential and what this market can mean to the bottom-line of rural America. Japan is a critical export market for the U.S. and this trip demonstrated to Japanese trade executives and consumers the very real commitment to serve this market.

Quality and safety are paramount in the Japanese market and team members were able to answer questions and speak directly about the integrity, quality and safety of U.S. red meat production

“Knowing where product comes from and how it is produced is important with Japanese consumers,” Chancellor said. “It is a fascinating and sophisticated market and consumers want assurances about the safety and quality of imported products. A very important customer got to know us a little better.”

U.S. Meat Exporters Federation