Henry Palaszczuk, Queensland’s primary industries minister, is set to star in an advert designed to convince 1.3 million Japanese housewives that Australian beef is of good quality and safe to eat.

Due to be filmed at an outlet of Co-op Kobe, Japan’s largest consumer cooperative, tomorrow [Thursday], the 55-year old politician will be seen telling a Japanese mother and child that “Queensland beef is safe, reliable and very delicious”.

In a statement, Palaszczuk said: “This is an important message to reaffirm in Japan and I thank Co-op Kobe for the opportunity and their support for Queensland primary industries.

“Queensland beef exports are worth more than A$1bn (US$0.54bn) per annum.”