Japanese Wagyu looks to reposition itself in the European market


By Aaron McDonald, GlobalMeatNews



Eyeing up the European Union for export opportunities, the Japan Livestock Products Export Promotion Council has rebranded the image of its Japanese Wagyu.


Whereas the old image emphasised the word Wagyu, the new logo focuses on the Japanese origins of the beef. While countries such as Australia and the US have their own varieties of the meat, only Japanese Wagyu is the authentic kind, said the Council.


“In the EU market, Wagyu beef from other countries outside Japan has already established its presence before Japan started the export of Japanese Wagyu​,” Masahiko Suneya, secretary general of Japan Livestock Products Export Promotion Council, told GlobalMeatNews​. Japan has been exporting into the EU for three years now and, while the first two years went well, the third has seen sales of the product plateau.


“The word Wagyu originally means ‘Japanese Beef’​,” added Suneya. “However, the term Wagyu is now used by suppliers from many other countries in order to give a premium impression for consumers that actual Japanese genuine high-quality Wagyu possesses. Therefore, we think if we keep on using the logo that emphasis ‘Wagyu’, it is difficult for suppliers and consumers to differentiate between authentic Japanese Wagyu and other Wagyu from foreign countries. That’s why we decided to use the new logo that emphasises ‘Japan’​.”


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