The National Federation of Agricultural Co-operative Associations (JA Zen-Noh) which markets agricultural products announced Tuesday, November 5, that it has opened an office in Singapore on Friday, November 1, to promote Japanese beef. The federation believes the nation has prospects for expanding demand along with the increasing number of wealthy people.
The federation also set up a sales department inside its New York subsidiary Zen-Noh Unico America Corp. on Friday, November 1, to expand sales business of meat and agricultural products.
The federation plans to open a Japanese food restaurant in Beverly Hills in Los Angeles in March to offer Japanese beef and other dishes, JA Zen-Noh officials said.
The moves are part of their efforts to increase beef exports to 250 tons in the three years starting this year from 114 tons in fiscal 2012.
The federation’s office in Singapore is its fourth overseas office, following the ones in Perth in Australia, Dusseldorf in Germany and Beijing. The office in Singapore will be responsible for increasing customers for Japanese beef and supporting business of importers in Singapore. Beef exports to Singapore totaled 12.6 tons in fiscal 2012, ranking third after Hong Kong and the United States.
The Japanese food restaurant will be the second overseas restaurant operated by JA Zen-Noh, following a barbecue restaurant Pure in Hong Kong.
Since the United Nations Educational, Scientific and Cultural Organization (UNESCO) is expected to register traditional Japanese food as an intangible cultural heritage asset in December, the federation is eager to appeal Japanese foods to American people through the restaurant. It is considering opening a few more restaurants overseas in the next three years.
(Nov. 6, 2013)