Country purchased nearly 28,000 metric tons of U.S. food barley valued at $15 million in 2017.

December 24, 2018

2 Min Read
U.S. barley sales continue expansion in Japan

The U.S. Grains Council (USGC) used Market Access Program (MAP) funds to promote high-beta-glucan barley -- a dietary fiber -- as a health-oriented grain in Japan, a highly health conscious food market. The council has promoted high-beta-glucan barley in Japan for more than 10 years.

“Japanese consumers place high importance on the nutritional value of their food. This health awareness, combined with a decade of the council promotion, has created a growing niche market for specific varieties of U.S. food barley containing high levels of beta-glucan,” USGC noted.

High-beta-glucan barley has heart-healthy properties that may reduce cholesterol, lower the risk of heart disease and reduce glycemic index, according to U.S. research. These nutritional properties make U.S. varieties of food barley attractive for Japanese food producers who use the grain to produce various food products, including cereal products and snack bars.

To help boost U.S. market share, USGC has partnered with Zenbakruen (All Japan Barley Industry Assn.), the Japan Food Barley Promotion Assn. and the U.S. Department of Agriculture’s Foreign Agricultural Service (FAS) to promote the heart-healthy benefits of barley with snack food companies and industry associations through educational seminars, trade teams and reverse missions. Based on these continued efforts, the industry now also independently promotes these products in the Japanese market. In addition to the health benefits of barley, the council has promoted contract production with U.S. barley growers.Japan-Food-Barley-Imports.png

Even though overall volume is at the niche market level, Japan is an important and growing market. In 2017, Japan purchased nearly 28,000 metric tons of U.S. food barley valued at $15 million, up dramatically from 8,400 mt the year before and the five-year average of 4,370 tons. According to Japan Customs statistics, a total of 8,934 mt of food barley were imported from the U.S. from January to March 2018.

USGC said it continues to support the positive growth for food barley in Japan by keeping partner organizations and snack food companies updated with the latest information and research developments related to new varieties of U.S. beta-glucan barley.

The council used $50,000 in MAP funds in 2017 to support its marketing efforts related to food barley, resulting in an increase in U.S. barley sales valued at $10 million and a return on investment of $460 per $1 of MAP funds invested.

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