Sumitomo Markets Smithfield Foods Pork to Japanese Retail Stores

Through Sumitomo's marketing efforts, Smithfield Foods, the world's premier pork processor, has successfully whetted Japanese consumers' appetites for a lean pork product. Sumitomo's distribution agreement with Smithfield was extended through 2005. The results of this partnership illustrate Sumitomo's ability to market brand meat products made in the U.S. to Japanese consumers.

Perhaps one of the strongest endorsements for Smithfield Pork comes from Mr. Iikenoya, one of Tokyo's best chefs. He uses this product to cook a famous Japanese breaded pork cutlet dish known as Tonkatsu for Inaba Wako, a restaurant chain based in Tokyo. "Tenderness is the key for good Tonkatsu, and compared to the domestic black pig, Smithfield Pork does not have the 'pork odor,' has better marbling, fine fiber, softness and is better tasting," he says. In his experience, Smithfield's Pork "is preferred by people of all ages."

Smithfield currently sells chilled and frozen Carolina Premium pork to Japanese retail and food service customers under the Golden Delicious, Carolina Premium, and Imperial Black brand names. Michael Skahill, Smithfield International's Regional Sales Manager for Japan said, "We are looking to expand our product line for the Japanese market to distribute boneless pork, processed pork such as bacon and ham, and pork for specialized consumers in Japanese hospitals and elsewhere." Smithfield's $40 million "quick chill" system represents the most technically advanced system in its industry, and enables the company to sell its pork products in Japan.

"We have developed "the farm to fork" concept, Mr. Tetsuro Tajima, Product Manager of SCOA's Meat Products department for the Foodstuff and Fertilizer Division, explained. "In the past, it was believed that pork is pork," he said. Through Sumitomo's Japanese pork program, this value-added product was established for Smithfield in Japan.

Recent studies on Japanese consumer tastes have shown that it is important for them to have a continuous, consistent, good quality and safe pork meat, without the use of medication (antibiotics, etc.). Artificial insemination, the process used by Smithfields, offers an easier method for unifying meat quality. It produces hogs with the genetic characteristics demanded by the "lean generation" of meat-eaters in Japan.

SCOA and Smithfield have developed a product for Japanese consumers that's not just lean, but retains its flavor after cooking. This was achieved through special genetic crossbreeding, and selective feed ingredients. In this case, the tastiness comes from the internal fat.

Junji Orimo, Meat Products Team Manager of Sumitomo Corporation, Tokyo says, "Our motto is 'Meeting the Japanese Consumers' High Standards.'" The goal is to produce the highest quality pork with strong safety standards to satisfy Japanese consumers. Smithfield's 1,500,000 sq.-ft. Tar Heel plant, designed to service its Japanese customers, uses the least amount of chemicals possible to raise its hogs in the U.S. As a result, Mr. Orimo says Japanese restaurants and supermarkets prefer Smithfield's pork because it is consistent in softness, juiciness and stability in taste.

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