Nearly 13,000 Japanese 7-Eleven convenience stores participated in a U.S. beef promotion that prominently features the “We Care” logo identifying the product as American beef. The first time a Japanese convenience store chain has promoted U.S. beef by displaying the We Care logo, the U.S. Meat Export Federation promotion is funded through the beef checkoff and USDA’s Market Access Program.

Through the first six months of 2010, U.S. beef exports to Japan are up 28% in volume and 29% in value over 2009, reaching 51,677 metric tons (113.9 million lbs.) valued at more than $269 million.