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○What is Akita Beef

Akita is known across the entire country for producing rice, which is represented by the signature brand, Akita Komachi. Akita Beef is a brand of beef that relates to the rice that symbolizes Akita. The beef of cows that have been fed rice is much more tender than that of cows that have been raised with typical feed. It also has other merits, such as being juicier, having a stronger flavor, and having fat that melts in your mouth.

Akita Beef debuted in October of 2014 as a prefecturally produced brand that makes use of all Akita has to offer. The main brand promotion body is the Akita Beef Brand Promotion Council, and the chairman is SATAKE Norihisa (the governor of Akita Prefecture).

 

Akita Beef is produced from Japanese black hair breed cows (either castrated males or females that have not given birth) that have been raised by a producer registered with the Akita Beef Brand Promotion Council. The beef must also meet certain other quality standards. It must be grade 3 or above, the cow must have been raised primarily in Akita Prefecture, and rice must account for a large enough portion of the cow's diet. 

 

*Photograph: Akita Beef promotional poster

 

 

○Measures taken for exporting Akita Beef

Regarding the exportation of Akita Beef, new measures began to be implemented in fiscal year 2015. These measures have several goals, including raising awareness of and demand for Japanese cuisine overseas, and raising profits for producers. The importance of creating new markets in response to reducing domestic markets is also recognized.

 

Exporting to the Kingdom of Thailand began in February of 2016, and exporting to Taiwan began in November of 2017. Each year the amount exported increases, and in 2022 the combined total for Thailand and

Taiwan was 32.8 metric tons.　

 

In fiscal year 2023, the effects of the novel coronavirus infectious disease calmed down, and Akita proactively engaged in promotional work targeted towards Thailand and Taiwan. In the Kingdom of Thailand, the governor requested cooperation for the promotion of Akita Beef, and commissioned the President of the Paralympic Committee of Thailand as an Akita Beef Ambassador. In Taiwan, events including taste testing presentations, menu fairs at hotels, training meetings for skillfully cutting Akita Beef, and more have been enacted for people in food related businesses, as well as other individuals. Promotion has been enacted towards local food and tourism businesses, as well as other entities. Also, there have been taste testing events at supermarkets, taste testing promotions at outdoor event venues, and more, which all connect to the expanding of markets.

In the 2024 fiscal year, Akita Beef is entering its 10th year since debut. We will work even more proactively to continue promotional activity for Akita Beef both domestically and internationally.

 

*Photograph: promotional events for Akita Beef in Thailand (top picture) and Taiwan (bottom picture)

 

 

○Inquiries　

Akita Prefectural Department of Agriculture, Forestry and Fisheries, Livestock Industry Development Division

　E-mail: kachiku@pref.akita.lg.jp

　Akita Beef Homepage: https://common3.pref.akita.lg.jp/akitagyuu/