Matsusaka Wagyu Presentation Notes

Overview of Matsusaka Wagyu

• Soft fat that melts upon contact.
• Melting point of fine Matsusaka Wagyu: 12°C (8°C lower than Kobe).
• Sold outside Japan for the first time in Paris, costing $530 for 100 grams.
• High auction prices: One cow sold for 50 million yen (~$330,000) in 2002.

Raising Matsusaka Cows

• Farmers use both modern and ancient practices to achieve low melting point.
• Ito Bokujo Farm: Managed by Hiroki Ito, a third-generation farmer.
• Only virgin female cows are raised; females yield softer meat.

Feeding Practices

• Traditional feeding practices included beer (not practiced by Hiroki anymore).

• Current feeding regimen:

  • Belly Creation Period (3-4 months): Grass feeding to build the digestive system.
  • Finishing Period: Transition to high-quality feed (mix of fuchima, wheat, soybeans, and corn).

• Feed costs: 1.5 times more than typical beef due to longer feeding period (30-32 months).

• Hiroki experimenting with extended fattening (up to 40 months).

Challenges in Raising Cattle

• Long fattening periods pose health risks to cows.
• Risk of sickness and decreased appetite over prolonged care.
• Auctioning of Matsusaka cows annually; one crowned Queen of Matsusaka.

Auction and Pricing

• Average auction price around ¥20 million; highest ever: 50 million yen.
• Calves can also be expensive; priced at around 1 million yen.
• Demand for high-quality marbling (BMS12 is the highest grade).

Market Comparison

• Tokyo prices: ¥10,000 for 100g of sirloin.
• Paris prices: €360 for the same cut, with tenderloin at €5,000 per kg.

Export Regulations and Future Trends

• Matsusaka Wagyu is heavily regulated for export.
• Restaurant in Paris had to apply for a license and maintain strict standards.
• Limited supply: Only three cows shipped to Maria Canea as of 2023.
• Export quota for Matsusaka increased from 24 in 2022 to 700 in 2024.
• Shift in consumer behavior post-COVID-19 has affected Japanese farmers; looking abroad for markets.