Montana Rancher Promotes U.S. Beef on Trade Mission to Japan

September 11, 2024

Potomac, Montana rancher Justin Iverson is currently in Japan on a beef trade mission with the U.S. Meat Export Federation, representing the Montana Beef Council. Iverson is part of a delegation from the U.S. Heartland that includes beef, pork, corn, and soybean producers, all working to strengthen ties with Japanese importers, consumers, and retailers.

Iverson serves as the representative for the Montana Stockgrowers Association on the Montana Beef Council.

WATCH: Justin Iverson discusses the trade mission with Lane Nordlund on the LaneCast Ag Podcast. Watch Below.

Iverson explained that Japan, which imports around 60% of its beef, highly values the quality and taste of U.S. grain-finished beef. Japanese consumers, more focused on quality than quantity, are willing to pay premium prices for high-quality cuts despite the challenges posed by inflation and the strong U.S. dollar.

The trade mission highlights the importance of building relationships, as trust plays a central role in Japanese business culture. Iverson and other producers have been showcasing videos of their cattle operations to Japanese buyers, demonstrating the processes behind raising and finishing cattle. They’ve also been educating culinary students and chefs on cooking high-quality U.S. beef, introducing them to new cuts like sirloin, which are not traditionally popular in Japan.

One key point Iverson emphasized was the economic impact of beef exports. With Japan being a top market, exporting premium cuts like strip loins, short ribs, beef tongue and more helps American producers maximize profits.

As Iverson wraps up his mission, he's optimistic about future opportunities in Japan, especially as interest in outdoor grilling and American barbecue grows. For Montana's ranchers, the strong and growing demand for U.S. beef in Japan represents an essential market, reinforcing the value of international trade.

Western Ag Network z