USSEC Japan promoted U.S. identity preserved (IP) food grade soybeans in the U.S.A pavilion, hosted by the Agriculture Trade Office (ATO) Tokyo, at the 48^th Supermarket Trade Show held in Tokyo from February 12-14.  The Supermarket Trade Show is the annual leading international trade show and the second largest food show in Japan.  It targets supermarket buyers and is widely known as the best show to access supermarkets and retailers.  This year’s conference had 81,828 trade visitors from all over Japan and abroad.

2014 marked USSEC’s first exhibition at the Supermarket Trade Show.  Natto crackers made with U.S. soybeans were offered to booth visitors in an effort to engage customers in conversation.  Kamakurayama Natto and Mito Tengu Natto, two high-end Japanese natto brands, collaborated on natto made with U.S. IP soy.  More than 60 kilograms of soybeans were displayed for visitors to touch.
USSEC made more than 100 trade contacts during the three day show in addition to exchanging meaningful dialogue with retail professionals as well as soy traders.  Japan imported three types of U.S. IP food grade soybeans.
As consumer awareness regarding the safety and reliability of food rapidly increases, USSEC Japan has responded by communicating the U.S. IP system more clearly in an easy-to-understand, approachable manner.  USSEC has reached out to various food chains beyond the food bean trade including consumers and retailers to help Japanese buyers understand the efforts the U.S. soybean industry makes in the soy supply chain to deliver U.S. food ingredients to Japan.