A country-themed booth at the Country Gold Music Festival in Kumamoto, Japan, reintroduced thousands of Japanese citizens to U.S. beef.
The U.S. Meat Export Federation coordinated the promotion, a Texas Roadhouse Restaurant-themed booth complete with barbeque pit and chuck wagon. Greg Hanes, USMEF Japan director, says the booth was one of the event's most popular.
"Most of the people were excited to have American beef again," said Hanes. "They admitted they had forgotten how good it is. Several said American beef at Country Gold was the best."
Originally scheduled to begin selling meals at 10 a.m., staff opened the booth at 9:30 a.m. due to the line of people wanting to purchase the food. The meal consisted of boneless U.S. rib eye roll rubbed with special spices from Texas, baked beans and bread. There was a steady stream of customers throughout the day, Hanes said, with nearly 700 servings sold. More than 20,000 people attended the music festival in all.
Hanes says one consumer, trying U.S. beef for the first time, said it was "very tasty and will buy American beef from now on."