Understanding the Japanese Food and Agrimarket : A Multifaceted Opportunity

The contributing authors of Understanding the Japanese Food and Agrimarket discuss broad forces that affect markets in Japan and specific situations faced in marketing grain, livestock, and seafood products; fruits; vegetables; and wood products. Many of the contributors speak and read Japanese and have lived in Japan for extensive periods; they are able to give deep insights into how and why the Japanese consumption and distribution system behaves as it does. They draw on their expertise to fully explore various Japanese food and fiber markets. As they demystify the Japanese market, they illustrate for readers several systematic approaches to mastering the Japanese food and fiber markets. Readers will discover that effective long-term marketing strategies in Japan must be based on sound analytical information. The contributors provide such needed material with chapters on items as diverse as wine, grain products, beef, and fruits and vegetables. Some of the specific topics covered include: changes in Japanese food consumption Japanese food distribution system demand for beef products in Japan demand for vegetables and vegetable seeds Japanese wine market demand for bakery products new food products for the Japanese market developing trade relations in wood products Executives of commodity associations or firms exporting foods to Japan will find the general sections most interesting as well as chapters specific to their products. Teachers and students exploring exporting to the Japanese market will be intrigued by the various dimensions of the "multifaceted" nature and opportunities of the Japanese market. Cover......Page 1 Half Title......Page 6 Title Page......Page 8 Copyright Page......Page 9 Table of Contents......Page 10 About the Editor......Page 14 About the Contributors......Page 16 Chapter 1: Introduction......Page 20 Introduction......Page 26 Food Spending Patterns in Japan......Page 28 Differences in Spending Patterns by Age......Page 33 Conclusion......Page 34 Approaches to Decision Making......Page 40 Decision Making in Japan......Page 41 General Points Relevant to Decision Making with the Japanese......Page 43 Specific Hints for Effective Decision Making with the Japanese......Page 46 Structure of the Food Distribution System......Page 48 Outline of the Fresh Produce Marketing System......Page 50 Recent Changes in Fresh Produce Distribution......Page 53 Conclusion......Page 55 Chapter 5: The Role of a State Department of Agriculture......Page 58 Background......Page 66 The Landmark Events of 1988......Page 67 The Dynamics of 1989......Page 69 The Washington State University Cooperative Extension Intervention......Page 70 Cooperative Extension Programs......Page 72 The Washington State Beef Industry Responds......Page 73 The Perils of 1990......Page 74 Summary......Page 76 Vegetable Imports......Page 78 Projections and Opportunities......Page 83 Export Examples......Page 88 Conclusion......Page 89 Chapter 8: Marketing Apples in Japan......Page 92 Chapter 9: An Overview of the Washington and Japanese Wine Markets......Page 96 Introduction......Page 110 World Wheat Trade with Japan......Page 111 Factors Accounting for Wheat-Class Differentials to Japan......Page 114 Wheat Manufacturing Characteristics and Requirements in Japan......Page 118 Change in Wheat-Class Purchases Based on Best End-Use Characteristics......Page 124 Conclusion......Page 131 Chapter 11: Japanese Preference for Bakery Food Ingredients......Page 134 Soft White Wheat......Page 135 Bread Wheats and Flours......Page 138 Improvers......Page 140 Shortenings......Page 142 Consumer Trends in Food Purchases......Page 143 Expenditure Patterns for Food in Japan......Page 144 Japanese Apple Industry......Page 145 Projecting Japanese Apple Demand......Page 152 Conclusion......Page 154 Chapter 13: The Prominence of Japan in the Alaskan King Crab Fishery......Page 156 Background......Page 157 Product Allocation......Page 159 Consumer Demand......Page 167 Summary, Conclusions, and Implications......Page 175 Introduction......Page 178 Consumer Demand for Beef in Japan......Page 179 Why Washington State Wagyu?......Page 184 Current Research Status......Page 186 Discussion......Page 189 Introduction......Page 192 History......Page 193 Quality......Page 194 Variety Selection......Page 198 Current Research......Page 199 Summary......Page 200 Chapter 16: Developing Trade Relations in Wood Products......Page 202 Washington Village......Page 205 DTED Technical Advisory Committee......Page 206 Harmonizing U.S. and Japanese Lumber Grades......Page 207 References......Page 210 Index......Page 220