CENTENNIAL, Colo. — A cookbook devoted entirely to American
beef is one of the fruits of a Japanese media team that beef checkoff contractor
U.S. Meat Export Federation brought to the U.S. in 2012.
The writer for ELLE a table, a high-end international food
magazine that introduces upscale restaurants and global cuisine trends, was part
of the journalist team visit.
The ELLE a table writer interviewed seven chefs in Japan and
the U.S. and published their favorite U.S. beef recipes. Among them, the chef
from Dean & Deluca Tokyo introduced beef tenderloin in a chilled dish, and
the chef from Fette Sau, a popular Brooklyn barbecue restaurant, explained how
to barbecue U.S. rib eye.
Restaurants from Los Angeles and Portland, Ore., also are
featured in the cookbook, “Sophisticated Beef Recipes: Using American
“After visiting ranches and restaurants in the U.S. and
seeing the care that goes into production of American beef, the writer decided
that U.S. beef deserved its own recipe book and profile with a perspective both
from Japan and the States,” said Tazuko Hijikata, USMEF-Japan senior manager for
“ELLE a table reaches opinion leaders in the food industry,”
Hijikata said. “Some restaurants the author described in the magazine were later
profiled on television programs in Japan and have seen their business
A number of the Japanese chefs featured in the book had been
advocates for U.S. beef, but had switched to other suppliers after the first
American bovine spongiform encephalopathy case in 2003. The ELLE a table project
helped reacquaint them with the quality and value of U.S. beef and inspired them
to begin using U.S. beef in their own restaurants again.
The slick, full-color, 96-page book, which features 74
recipes for dishes centered around U.S. beef, has a circulation of 40,000.
In addition to the free-standing recipe book, the editorial
department of ELLE a table inserted a shortened version into an issue of the
magazine to help build awareness of the book and to promote the quality and
tastiness of American beef.
Among the features in the book is a profile of a family
owned farm in Oregon. Titled “Country Natural Beef,” the article explains how
carefully the family produces beef in the great outdoors of the U.S. The author
introduces the profile with “Discover the secrets: why American beef is so