From Japan to Toronto: Inside the JFFEA Madai & Buri Launch with Too Perfect PR

ByJasmin Valparaiso Reading Time: 3 minutes

We had an amazing time planning the JFFEA Madai & Buri tasting at Shangri-La Toronto and helping connect Japanese seafood with Toronto’s culinary community.

On Sep 28, 2026, the Japan Farmed Fish Export Association (JFFEA) introduced Japanese Madai and Buri to chefs, hospitality leaders, seafood buyers and media through an afternoon of tasting and conversation.

The JFFEA tasting created an opportunity for Japanese representatives to connect directly with the people who source, serve and write about food in Canada.

A high-angle perspective looking across a crowded room at an event. In the foreground, a tiered catering setup features delicate sushi bites arranged on dark wooden trays alongside rows of empty wine glasses. In the background, dozens of attendees stand on herringbone wood floors facing a presentation stage framed by large floor-to-ceiling windows and digital screens.

Guests included leading Toronto chefs, hospitality executives, seafood buyers and distributors, JFFEA representatives and delegates from Japan, representatives from MICHELIN-recognized restaurants and hotels, and select media. Bringing these groups together gave the tasting a clear purpose: to build relationships and show how Madai and Buri could find a place on Canadian menus.

In a brightly lit event space, a man in a dark grey chef jacket with "Sushi John" embroidered on the left chest smiles while engaging in a conversation with two guests. To his left stands a man in a blue suit jacket and shirt who is smiling warmly. To his right, a woman with her hair in a topknot and wearing a houndstooth blazer listens intently. In the lower center, the chef holds a small glass filled with an amber liquid.
A close group of three guests networking in a bustling event space. On the left, a man in a dark suit and glasses leans in while speaking. In the center, a man in a blue blazer and red-and-navy striped tie looks down at his smartphone while holding a glass. On the right, a woman in a dark blue double-breasted blazer with a name tag labeled "Keren Sun" looks on attentively.

Shangri-La Toronto Executive Chef JohnRoss Woodland led the culinary showcase, demonstrating the range of both fish through raw, cured, dry-aged and cooked preparations.

Madai, a Japanese red sea bream, is known for its firm texture and delicate sweetness. Buri, the mature form of Japanese yellowtail, brings a richer flavour and pronounced umami. The menu gave guests a chance to compare those qualities across different ingredients, temperatures and techniques.

A medium shot of a male speaker in a navy suit holding papers in one hand and gesturing with his other hand while giving a presentation. He wears an event badge on his lapel. Behind him, a presentation screen displays the "Japan Farmed Fish Export Association" logo alongside text, and a large wooden taiko drum rests on its stand to his right.
A high-angle shot showing two chefs in black uniforms working behind a prep counter near a large window. On the left, a chef with glasses carefully slices a red-and-white fish filet on a white cutting board. On the right, a second chef works with another portion of raw fish. In front of them, dozens of small, light-wood boat dishes are arranged in neat rows on green leaf mats, each containing fresh sashimi slices.

Chef Woodland and his team took the preparations beyond familiar sushi and sashimi applications, working with citrus, pesto, chili oil, sourdough and seasonal vegetables. Dry-aging, grilling and curing showed how these fish could work across cuisines and restaurant formats.

The dishes presented included:

  • Kombujime Madai: Served cold with pesto sushi rice, edible flower and katsuramuki daikon.
  • Madai Tartare: With cauliflower, chives and roe.
  • Dry-Aged Madai: Served hot with crispy skin, ponzu sauce, spaghetti squash and nasturtium.
  • Cured Madai: With aguachile, tomato and basil.
  • Dry-Aged Buri: With lemon, caperberries, sourdough, bacon and arugula.
  • Citrus-Cured Buri: With avocado, ponzu, togarashi and kumquats.
  • Chili Oil Buri: With scallion, daikon and jalapeño.
  • Buri Tartare: Featuring kombu, cucumber and BBQ collar.
  • Madai and Buri Sashimi: A side-by-side presentation of the two fish.

Together, the dishes made the event’s message tangible. Guests could taste how each fish responded to different preparations and consider how those qualities might translate to their own kitchens, menus and businesses.

For our team, this is where launch planning and PR come together. A product introduction gives media a story to cover, buyers a chance to ask questions and chefs a chance to consider an ingredient for their menus. The JFFEA tasting brought those conversations into one room.

We loved helping bring this event together and seeing the planning take shape in the room. Thank you to JFFEA, Chef JohnRoss Woodland, the Shangri-La Toronto team and every guest who joined us.

View the full press release and media assets.

At Too Perfect PR, we help international brands introduce their products to Canadian audiences through PR, media relations and launch events. For Japanese brands and organizations planning a Toronto launch, our approach brings together local media outreach, industry connections and event planning.

Planning a launch in Toronto? Connect with us at hi@tooperfectpr.com.

For more information, visit www.jffea.com and follow @japan_fishexport_official on Instagram.

SUPPLIER CONTACT

Samantha Watson

DDN Creative

MEDIA CONTACT

Kyra Cabrera

Too Perfect PR

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