U.S. Pumps Up PR Campaign in Japan USMEF starts a campaign to improve consumer and trade perceptions of U.S. beef. Published on: Oct 12, 2005 Tweet Post to Your Wall. Email Story RSS Permalink Print The U.S. has commenced a public relations campaign in Japan to improve consumer and trade perceptions of U.S. beef prior to the recommencement of imports.The U.S. Meat Export Federation has released a series of newspaper and magazine advertisements promoting their safety systems and endeavoring to create positive impressions of U.S. beef as being lean and natural. They are also running a series of television advertisements and conducting public relations activities. In 2003, beef from the US made up 46% of Japan's imported beef market, compared with the 49% held by Australia. Australia has picked up much of the market share after Japan closed its doors to U.S. beef after its first find of bovine spongiform encephalopathy.