| U.S. Meat Export Federation (USMEF) |
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Objective
In September 2001 Japan’s beef market was rapidly growing until the discovery of bovine spongiform encephalopathy (BSE) in Japanese beef caused a contraction in the market. The market was recovering when, in December 2003, a single case of BSE was found in the U.S., causing Japan to suspend all imports of American beef. Cosmo was tasked with facilitating the resumption of imports from the US to Japan in the face of safety concerns.
Strategic Approach
Cosmo began by setting the record straight with Japan’s Food Safety Commission, responsible for determining the safety of U.S. beef, and then conducting communications targeting the general public. The strategy ensured that communications remained focused on food safety issues, rather than politics. The next step was to determine the conditions for market reentry.
Impact
Through key opinion leader (KOL) research, Cosmo was able to identify 10 crucial safety-related issues that concerned KOLs, including scientists, doctors of veterinary medicine, media, and consumer groups. These results predicted conditions for lifting the ban five months prior to the market reopening.
Cosmo utilized the lead time to implement a communications strategy targeting KOLs and to correct misconceptions with the key message that the U.S. meat industry could manage risk and safety issues such as cattle age and Specified-Risk Material (SRM) removal. The market was re-opened at the end of 2005.
In January 2006, the market was re-closed due to the discovery of SRM in US beef. Cosmo identified the importance of conveying USMEF’s commitment to managing issues of food safety while addressing peace of mind, in response to the growing political and science issues. In July 2006, U.S. beef returned to the market and as of May 2008, US beef is available at 300 restaurant and retail chains across Japan, covering over 10,000 outlets. |
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