Washington, DC
July 2, 2009
Source:
U.S. Grains Council Global
Update
Rich in nutrients and loaded with
fiber, U.S. waxy barley has made its debut in the Japanese
market through focused campaigns.
In April 2009, 1,100 metric tons (50.5 million bushels) of U.S.
food barley was exported to Japan and was purchased by several
Japanese barley processors. A popular Japanese restaurant chain,
Ootoya, added to its menu of traditional Japanese-style cuisine
U.S. barley, tomato and green vegetable soup. Hakubaku, the
largest processor in Japan, supplied the barley to Ootoya. The
soup was promoted as a seasonal recommendation in the chain’s
200 restaurants nationwide.
Due to the overwhelming popularity, surpassing Ootoya’s
expectations, the restaurant chain is planning another U.S. waxy
barley promotion with a new cereal and dessert recipe. According
to Michiko Wakamiya, USGC administrative manager in Japan,
“Ootoya’s target is women, ages 20 to 45, and the U.S. barley
soup has been appealing to this consumer market.”
The Agricultural Trade Office in Tokyo has also joined in the
promotion of U.S. barley through its Web site,
www.myfood.jp, a site
dedicated to the promotion of U.S. agricultural products.
In an article featuring an interview with Richard Groven, board
member of Council member North Dakota Barley Council, the merits
of U.S. barley are highlighted. The article, titled, “Know Who
Produces U.S. Barley,” presents U.S. barley production
practices, quality assurance measures and dietary benefits.
To complement the information given about the U.S. grain, the
Web site also featured the Groven family barley soup recipe. As
U.S. waxy barley continues to make its way into the Japanese
marketplace, the Council intends to provide necessary assistance
and information to those who are sponsoring these promotions in
an effort to increase the consumption of U.S. food barley
globally. |
|
