The story of the birth of the brand “Tosa Akaushi” in this era of cultural diversity of beef

The era of diversity in beef culture The story of the birth of the brand

The era of diversity in beef culture The story of the birth of the brand

“Akaushi Tosa”. This is a rare type of beef beef that Kochi Prefecture is proud of and is found in small quantities in Japan. It used to be the most raised Japanese beef in the province, but the amount has fallen sharply due to the need for distribution. Consequently, the Tosa Wagyu Brand Promotion Council introduced the trademark “Tosa Akaushi” in 2009 and was registered as a regional group mark in 2012. Since then, the efforts have been successful, and the Breeding quantity started to increase.

I have followed the history of Japanese beef and the story of the birth of the brand Tosa Akaushi in Kochi Prefecture.

What is the strategy to improve “Tosa Akaushi” where the taste of lean meat shines?[Hành trình trang trại: Tỉnh Kochi]

Features of Tosa Akaushi

The story of the birth of the brand

Photo: Shingo Yamaguchi

There are four types of Japanese beef, Japanese beef, Japanese black-haired, Japanese brown-haired (Akage), Japanese short-angle and Japanese-no-angle, and the roots and the improvement process of each are different.

Japanese black feathers are raised nationwide, and according to statistics (* 1) announced by the Ministry of Agriculture, Forestry and Fisheries in July 2017, the total Japanese herd of cows raised in Japan is currently 1,664,000 heads. Of these, black-haired Japanese are 1,618,000, accounting for the majority of 97%.

On the other hand, Japanese beef, besides black hair, has a small number of cows and limited production area, so it is considered as limited local breed. The amount of brown hair in Japan is 21,000 people, only 1.3%. Japanese brown hair is further categorized as Kumamoto and Kochi. The former is raised mainly in Kumamoto prefecture in Hokkaido etc., the latter is only raised in Kochi prefecture, and “Tosa Akaushi” corresponds to Japan’s brown-haired Kochi. Do.

Tosa Akaushi’s origins date back to the early Meiji period with the selection and improvement of brown cows. Since the second half of 1955, a transition from role to meat has been underway, and improvements have been made mainly in terms of meat production capabilities, and the current Japanese brown-haired Kochi system has is completed.

Tosa Akaushi’s signature feature is its brown fur floating against the blue sky and grass. Only the eyes, nose, and nails are black hair. He is friendly, eager to learn, when he comes close he licks his cock, it has charm. The dark eyes and long eyebrows are especially cute, and people often say “cute!” When they first saw it. Those who visit the farm will be fascinated by its charm.

The flavor feature is a good balance between lean meat and sashimi, and the unique flavorful lean meat becomes rich in amino acids such as glutamate and alanin, perceived taste and sweetness when fattened until about 28 months old. . The amount of marble called sashi is just right without too much. The melting point of Japanese black hair is 25 ° C to 33 ° C, while that of Tosa Akaushi is as low as 26 ° C, and the fine sashimi seeds create a unique and crunchy flavor.

Transformation of Japanese brown hair in Kochi prefecture

One of the reasons for the introduction of the Tosa Akaushi brand was due to the change in the number of Japanese breeds in Kochi Prefecture.

According to “Livestock of Kochi Prefecture (2016)” (* 2) announced by Kochi Prefecture, there were 8,099 Japanese brown feathers in 1993, more than 20 years ago, but the number of breeders has decreased since then. In 2014, it dropped to 1,595, which is about 20% of 1993. On the other hand, Japan’s number of dark hair has increased significantly from 614 people in 1993 and has been maintained at around 2,300 people. since 2011.

Regarding the reason why the number of Japanese varieties with brown feathers decreased and the number of Japanese black feathers increased, Mr. Kiichi Kumon of the Department of Livestock Promotion, Department of Agricultural Promotion, Kochi Prefecture said: “According to the assessment and value of meat Cow is “delicious”. “Because it has changed from” to “marble”. “

“By differentiating it from foreign beef, marble has become marketed, and the value of Japanese black meat, which characterizes the beauty of sashimi, has become much higher. On the other hand, Tosa is also characterized by the deliciousness of lean meat Akaushi continues to lose value due to the push by a market that focuses on sashimi and favors black hair. Tosa Akaushi, where the price of veal and meat is not good, etc. It is also a big factor that we have to choose Japanese black hair that will increase profits ”.

In addition, the departure of elderly farmers who used to raise small numbers, lack of heirs and lack of farmland has become a problem for Japanese beef producing regions across the country. Even in Kochi, it seems the result drove the number of Tosa Akaushi down.

The brand “Tosa Akaushi” was born

The story of the birth of the brand

Photo provided by Tosa Wagyu Brand Promotion Council

There was a sense of panic about the Japanese brown hair loss, and Japan’s desire to cherish Kochi brown hair, which was only present in Kochi Prefecture, increased, and the people involved finally stood up.

In 2009. As part of the industrial promotion plan, Kochi Prefecture established the “Tosawa beef brand promotion council” in the Kochi Agriculture and Livestock Division together with meat producers and meat makers. Therefore, we have named our new brand “Tosa Akaushi”, exclusively for Kochi prefecture. Akaushi Tosa’s comprehensive branding has begun in Kochi Prefecture. Then, after various activities, in August 2012, “Tosa Akaushi” was registered as a regional group trademark and became one of the national specialties.

According to Mr. Kobun, according to the latest survey of the Livestock Promotion Division of the Department of Agricultural Extension of Kochi province, the number of Tosa Akaushi as of February 2017 was 1,964, an increase of 370 heads over the past three years. It started to increase until there were 2,000 people in sight. Moreover, the recent lean boom has helped increase the value of Tosa Akaushi and the average price of meat, which was 1,434 yen in 2011, has increased significantly to 2,392 yen in 2015. (* 2)

The production environment is getting better than ever, thanks to Akaushi Tosa’s branding and the positive trends in the market. Although Tosa Akaushi is still rare compared to nationally branded beef, an increasing number of famous stores in Japan use Tosa Akaushi, and the name Tosa Akaushi will become more popular in the future. . It may not be long before it is known.

Next time I will talk about Tosa Akaushi’s future while talking about distribution and improvement.

What is the strategy to improve “Tosa Akaushi” where the taste of lean meat shines?[Hành trình trang trại: Tỉnh Kochi]

* 1 Ministry of Agriculture, Forestry and Fisheries Agriculture, Forestry and Fishery Statistics (as of February 1, 2017)
* 2 Breeding in Kochi Prefecture (2016)

1 Kochi Prefecture Agricultural Promotion Bureau, Livestock Promotion Division, 2016, “Livestock of Kochi Prefecture”
2 Kochi Prefectural Homepage
3 Ministry of Agriculture, Forestry and Fisheries Department of Statistics Office of the Minister of Agriculture, Forestry and Fisheries, July 4, 2017, Livestock statistics (as of February 1, 2017)