C lose to 92 kilograms of Canadian beef was served in taste samples to visitors at the Canada Beef Export Federation booth at FoodEx 2008 held March 11th to 14th in Makuhari, Japan. Held annually, FoodEx is Japan's premier food and hospitality show. According to event organizers, visitors to this year's show reached 98,000 over the four days.

"We conducted taste testing of Canadian beef three times a day during the event," says Tomishige Sakamoto, Director of the Federation's Japanese office. "Each time, there was a big line in front of our booth and big smiles from the visitors to show they were enjoying the great taste of Canadian beef."

"Several of the Federations' export members participated in the booth, displaying their products and talking to visitors about Canadian beef and their companies' capabilities to supply the Japan market," he says. "Many of the visitors to FoodEx were importers and distributors as well as end users, such as retail and restaurant executives, and important contacts were made. Not least were the Japanese consumers, and the opportunity to provide them with a taste of Canadian beef is one that can turn into sales at the supermarkets."

The line-ups at the Federation booth rated a photograph in the Japan Times newspaper, with the caption: Canadian beef is served Tuesday to visitors at FoodEx Japan 2008, the annual food exhibition, at Makuhari Messe convention hall."

Ted Haney, President of the Canada Food Export Federation, underlines the importance of Federation participation in international food shows. "The exposure we can generate for Canadian beef and the Canadian industry at shows such as FoodEx is tremendous," says Haney. "Shows of this calibre attract top buyers in the region as well as large numbers of consumers. In a few short days, we can showcase Canadian beef and the Canadian industry, reinforcing our international presence an building demand and recognition."

In the past year, CBEF has participated in similar shows in Anuga, Germany (October 13 - 17, 2007), and Gulfood, Dubai (February 24 - 28, 2008).

Close to 92 kilograms of Canadian beef was served in taste samples to visitors to the Canadian Beef Export Federation booth at FOODEX 2008, held March 11th to 14th in Makuhari, Japan. Held annually, FOODEX is Japan's premier food and hospitality show. According to event organizers, visitors to this year's show reached 98,000 over the four days.