Tokyo hosts an event to promote Italy’s Chianina beef

It is quite a challenge for Chianina cattle breeders from the Tuscan and Umbria Regions to enter the land of Kobe beef, but they seem not to fear. They were given an opportunity to present Chianina Beef, one of Italy’s top-quality products, to Japan’s major catering establishments at a reception hosted by the Italian Embassy in Tokyo.
Ambassador Giorgio Starace believes that exporting Chianina beef to Japan should be seen as part of the current “sky-rocketing increase in the demand of Italian products in Japan.” Ambassador Starace pointed out that “In January Italian exports rose substantially, up 38.7% from the same period a year earlier. It was a much higher growth than what was recorded in Germany ( 14.4%), in the UK (13.3%), in France (13.1%) and in Spain (2.5%). The Italian Ambassador continued on to say that:” If this trend keeps steady, Italy is bound to become the second largest exporter to Japan, right after Germany.This result has been made possible thanks to the commitment of all operators and companies concerned, but also to the ‘Italian System’ that has worked very aggressively through the year.”The Chianina beef brand bears the Protected Geographic Indication (PGI), which protects it from frauds and counterfeits. Chianina beef is a wholesome and protein-rich meat and is included among Italy’s top-quality products, and as such it will be greatly appreciated also by a very demanding market such as the Japanese market.