Japan beef sellers promote safety campaign on mad cow report

Japan Policy & Politics, Sept 17, 2001

TOKYO, Sept. 11 Kyodo

Japanese firms selling or serving beef products, including supermarkets and hamburger chains, scrambled Tuesday to calm safety fears a day after discovery of the first suspected case of mad cow disease in Japan.

Among those moving to reassure the public amid slides in their share prices were hamburger chain operators McDonald's Co. (Japan) Ltd. and Lotteria Co. as well as Yoshinoya D&C Co., which operates a chain serving Japan's popular fast food of ''gyudon'' beef-topped rice bowl.

Meanwhile, some supermarkets stopped shipment of beef from Chiba Prefecture east of Tokyo, where the cow with the suspected infection was discovered.

McDonald's Japan said it uses Australian beef and plans to make two million booklets outlining its safety procedures for beef available to customers at all 3,707 outlets nationwide by the end of this month.

McDonald's Japan closed 90 yen lower at 3,490 yen Tuesday on the Jasdaq over-the-counter market.

Lotteria also said it uses only Australian beef in posters swiftly put up at its all shops.

Yoshinoya, meanwhile, posted a message on its Web site saying it uses only imported beef. Yoshinoya skidded 20,000 yen to 200,000 yen at the Tokyo Stock Exchange.

Meanwhile, major supermarket chain operators such as Ito-Yokado Co., Aeon Co., and Daiei Inc. said they filled in employees on how to respond to inquiries and questions from customers, but said there had been little reaction from customers at their outlets.

Ito-Yokado dipped 40 yen to 4,130 yen and Aeon fell 45 yen to 2,280 yen, while Daiei edged up 6 yen to 187 yen.