DENVER – Japan is still the top destination for U.S. pork in terms of value, with exports up about 20% in value during the first half of 2008 compared to the same period a year ago, according to the U.S. Meat Export Federation.

Although many are quick to attribute this momentum to the weakness of the U.S. dollar versus the Japanese yen, the exchange rate may not be as a big a factor as many market analysts claim, said Tokyo-based Greg Hanes, who is director of the U.S.M.E.F.’s Japan operations.

"A lot of people are looking at the exchange rates that have had a positive impact on the price of U.S. products. That has a little bit to play on it, but I think in Japan it’s not as big of a factor as most people think because there’s a gate-price system in Japan where all imported pork has to meet that same price. Regardless of what the exchange rates are, the products still have to come in at that same average price," Mr. Hanes said.

Imported pork has become more attractive to Japanese consumers due to the large increases that nation is experiencing in livestock feeding and production costs, he added. But while imports are available in Japan from several pork-producing countries, the quality and consistency of U.S. pork is making it the preferred choice of more Japanese consumers.

"There is becoming a much greater acceptance and understanding of the quality and taste of American pork, especially chilled product," Mr. Hanes said. "More retailers and consumers and the foodservice industry are really understanding and seeing that the taste and quality of U.S. pork is as good or better than domestic [Japanese] pork. As a part of our campaign, we tried to demonstrate that U.S. pork is everyday delicious. I think that message is really getting across to the consumers as they try American pork, see the versatility of it and they use it more as their pork of choice each day."