Meat and Wool New Zealand announces a major sales launch into Japan for grass-fed beef that will run from now into the new year. The promotion was launched at a reception attended by the New Zealand Ambassador to Japan, Ian Kennedy, along with 150 local meat trade representatives.

Japan has traditionally been a buyer of grain-fed cattle, but John Hundleby, New Zealand Meat and Wool marketing manager in Japan, says: “This month’s campaign and grass-fed promotion is the largest undertaking in a localized area of Japan in recent years.”

New Zealand is said to enjoy an excellent name for quality and traceability in beef and lamb in Japan, a nation that is very health oriented.