PROVACUNO, the Spanish beef inter-professional association, has successfully organized multiple events as part of the “Wonderful Beef 2.0 Campaign.” This campaign, supported by the European Union (EU), focuses on ensuring traceability and animal welfare, emphasizing safety, reliability, exceptional quality, and taste of beef produced in the EU and Spain. Through a networking event and the participation at FOODEX exhibition, the organization introduced this beef to Japanese buyers.
The campaign, which commenced in 2021, has reached its final year in 2024, marking the completion of a three-year project while simultaneously launching a new three-year project.
■ Hosting a European Beef from Spain Festival aimed at Key Figures in the Japanese Meat Industry
Provacuno has celebrated a networking event between local meat packers, meat processing manufacturers, and Japanese food-related companies. The latest event, entitled “European Beef from Spain Festival”, took place on March 4th (Monday) at Tokyo Edition Toranomon. This event, aimed at key figures in the Japanese meat industry, provided an excellent opportunity for participants to understand the safety and high quality of European and Spanish beef through the European production model (EPM), which requires cattle to be free of antibiotics and growth promoters, animal welfare and environmental sustainability.
The festival featured a cooking and beef tasting session by Juan Luis Fernández, a Spanish chef who has been awarded one Michelin star. These activities aimed to give attendees firsthand experience of high-quality European beef from Spain in the Japanese market. Juan Luis Fernández showcased a dish named “Beef Tongue with Kimchi-flavored Cucumber” and “Grilled Veal Fillet Skewers with Teriyaki Sauce.” during the event, highlighting the tenderness, juiciness and flavour of European beef from Spain. The detailed recipe explanation available here.
■ Participation in FOODEX JAPAN 2024, Asia’s Largest Food and Beverage Exhibition
Provacuno exhibited at the largest food and beverage trade show in Asia, FOODEX JAPAN 2024, held at Tokyo Big Sight from March 5th (Tuesday) to March 8th (Friday).At this FOODEX event, Michelin-starred chef Juan Luis Fernández joined, presenting juicy recipes featuring European beef from Spain throughout the exhibition period. The diversity, high quality, and uniqueness of European and Spanish beef were showcased to the attendees. Additionally, through cooking shows and workshops featuring social media influencers, PROVACUNO introduced the deliciousness of European and Spanish beef and conveyed its allure to Japanese buyers and Social media users.
