Influencing import regulations
Following the BSE crisis in Japan, food safety and trust became a major social issue in Japan that hindered the import of American beef.
COSMO created a dynamic advertising and publicity mix, strengthening communication through activity such as consumer seminars, media events, trade newsletters, and cooking classes as well as activities for the American Meat Fair.
COSMO provided data and information regarding BSE and meat safety management in the U.S. to all stakeholders including the media, the food industry, the government, and politicians to earn back the trust of American Beef.
The impact of this long-term campaign resulted in higher consumer awareness and trust of American beef.
According to a consumer survey, Japanese people that said that the safety of American beef was “trustworthy” more than quadrupled, from 8% (2006) to 37% (2013), and the number of those that thought it was “untrustworthy” fell from 70% (2006) to 22% (2013).
COSMO’s advocacy activity also led the way for the restart of beef import from the U.S. in 2007, and in Feb. 2013 there was a further change in the regulations imposed on American beef as the moa was lifted from 20 to 30.