JETRO New York – Market Expansion Project for Japanese Seafood (Buri/Yellowtail)

We were responsible for the strategic planning, project design, and overall execution of an initiative aimed at expanding exports of Japanese yellowtail (buri) to the United States.

While Japanese yellowtail is already widely distributed in the U.S. foodservice sector, particularly in Japanese restaurants, its presence in the ready-to-eat and retail sectors remains limited. In response to this situation, we collaborated with import and wholesale companies that are members of the New York Export Support Platform Council to conduct promotional activities using their existing supply of Japanese yellowtail. These efforts targeted retail markets in New York and the surrounding areas.

In implementing the promotions, we focused on retail stores with potential for new product introduction. Based on a set of criteria we independently developed—designed to identify retailers most likely to contribute to future sales growth—we carefully selected six companies operating seven retail locations for targeted engagement.

Working in close coordination with importers and wholesalers, we carried out tailored promotional campaigns at each store, using customized tools and messaging aligned with the specific goals and needs of each business. This flexible and targeted approach enabled us to maximize the effectiveness of our PR efforts.

As a result, many stores began offering Japanese yellowtail for the first time, while existing accounts developed new menu items incorporating the product. Particularly strong results were seen at stores located in outer borough areas such as southern Brooklyn, Queens, and Long Island, where the impact exceeded initial expectations and indicated strong potential for further market growth.

This project reaffirmed a key principle of new market development: even products with strong brand recognition and proven success in foodservice may face entirely different challenges in retail. Popularity in restaurants does not automatically translate to retail performance; rather, it requires a multifaceted approach encompassing pricing strategy, shelf placement, consumer education, and effective promotional efforts. Understanding the unique characteristics of each market and maintaining a consistent, strategic approach are essential to ensuring successful product introduction and sustainable growth.

https://japan-food.jetro.go.jp/seafood/us/buri/index.html

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