In what is being called a textbook product introduction the U.S. Meat Export Federation has successfully introduced pork back ribs into the Japanese diet. Before the spring of 2009, the pork back rib did not exist in Japan outside of a select few restaurants because the domestic pork industry produces single-ribbed loins. Even the Japanese pork industry did not know about the back rib. But it does now.

Introduced last March at the FoodEx trade show in Japan, pork back ribs drew immediate interest from a number of buyers, including national retailers Ito Yokado and Aeon. Ito Yokado, with 179 outlets in Japan and estimated retail sales of $15.9 billion, took the lead and began selling back ribs immediately. During a November promotion, Ito Yokado reported selling about 20 metric tons or 44,000 pounds of the back ribs.  Since the spring introduction retail giant Aeon, with 1,850 stores and estimated retail sales of $58.1 billion has enjoyed better than expected sales results.

USMEF foresees potential for expanded sales. Takemichi Yamashoji, senior marketing director for USMEF-Japan, says estimates suggest that about 100 metric tons or 220,000 pounds of back ribs will be sold in December at retail and food service, and the outlook for 2010 looks good. For the year, USMEF estimates that the United States will In what is being called a textbook product introduction the U.S. Meat Export Federation has successfully introduced pork back ribs into the Japanese diet. Before the spring of 2009, the pork back rib did not exist in Japan outside of a select few restaurants because the domestic pork industry produces single-ribbed loins. Even the Japanese pork industry did not know about the back rib. But it does now.  Introduced last March at the FoodEx trade show in Japan, pork back ribs drew immediate interest from a number of buyers, including national retailers Ito Yokado and Aeon. Ito Yokado, with 179 outlets in Japan and estimated retail sales of $15.9 billion, took the lead and began selling back ribs immediately. During a November promotion, Ito Yokado reported selling about 20 metric tons or 44,000 pounds of the back ribs.  Since the spring introduction retail giant Aeon, with 1,850 stores and estimated retail sales of $58.1 billion has enjoyed better than expected sales results.USMEF foresees potential for expanded sales. Takemichi Yamashoji, senior marketing director for USMEF-Japan, says estimates suggest that about 100 metric tons or 220,000 pounds of back ribs will be sold in December at retail and food service, and the outlook for 2010 looks good. For the year, USMEF estimates that the United States will have exported 660,000 pounds of pork back ribs by the time the holiday season is completed.holiday season is completed.