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Title: Irish steak selling for €200/kg in Japan
Irish Farmers Journal beef editor Adam Woods reports from Japan this week where a Bord Bia trade mission is under way to promote Irish meat and dairy products.
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Irish Farmers Journal beef editor Adam Woods reports from Japan this week where a Bord Bia trade mission is under way to promote Irish meat and dairy products.
While the majority of Irish beef exports to Japan are in the form of offal or tongue, there is hope that prime beef exports has the potential to grow in the coming years.
One area which has been tapped out as a potential growth area is the high-end "grass-fed" market.
Typically served in high-end restaurants, it is never going to be a high volume market.
However, it could play an important role in positioning Irish beef at the top of the market in terms of quality and taste.
Irish grass fed Tomahawk steak retails at €200/kg in the Hilton, Tokyo
The Japanese are affluent consumers and are generally trend setters in Asia so it is an important market to penetrate. Bord Bia's prioritising markets study has recognised this and Japan has been placed in the top five priority markets for Irish meat.
John Stone Meats is the company responsible for supplying most of the high-end Japanese restaurants.
Who is John Stone?
John Stone Meats is an Irish company based in Ballymahon, Co Longford. The company has built-up a reputation of being a world renowned supplier of dry aged beef. They are currently supplying a number of high-end Japanese restaurants including the Hilton Hotel in Tokyo.
The company says: “Our artisan butchers expertly select the very best Irish beef from totally traceable herds, reared only on the freshest, greenest grass. This, combined with our unique dry ageing process creates a highly distinctive flavour and the most succulent meat.”
Irish “grass-fed beef” is on display in a dry aging cabinet at the entry point to the hotel and it is also identified as grass-fed on the menu. It sits alongside Australian John Dee steak, derived from Australian Aberdeen Angus fed on a grain diet for a minimum of 150 days.
Animal selection
In the below video, Allan Morris managing director at John Stone Meats outlines the animal selection process.
Consumer preference
Commenting on Japanese consumer preferences head chef at the Hilton’s Metropolitan grill, Niko Paolo Martinez told the Irish Farmers Journal: “If there is a special occasion in a family they order our flagship steak on the menu and that is the grass fed Irish Tomahawk steak.
"We serve this steak as a sharing plate and it is very popular with groups. We cook the steak on a Sakura (cherry blossom) wood grill which adds flavour to the meat."
On the meat itself he said: “It is a really consistent product and I really enjoy cooking it. Customers like the idea of grass-fed as they associate it with being a more naturally reared meat, which it is.
"Wagyu beef is always going to be the most popular in Japan, but this offers our customers something different."
While the majority of Irish beef exports to Japan are in the form of offal or tongue, there is hope that prime beef exports has the potential to grow in the coming years.
One area which has been tapped out as a potential growth area is the high-end "grass-fed" market.
Typically served in high-end restaurants, it is never going to be a high volume market.
However, it could play an important role in positioning Irish beef at the top of the market in terms of quality and taste.
Irish grass fed Tomahawk steak retails at €200/kg in the Hilton, Tokyo
The Japanese are affluent consumers and are generally trend setters in Asia so it is an important market to penetrate. Bord Bia's prioritising markets study has recognised this and Japan has been placed in the top five priority markets for Irish meat.
John Stone Meats is the company responsible for supplying most of the high-end Japanese restaurants.
Who is John Stone?
John Stone Meats is an Irish company based in Ballymahon, Co Longford. The company has built-up a reputation of being a world renowned supplier of dry aged beef. They are currently supplying a number of high-end Japanese restaurants including the Hilton Hotel in Tokyo.
The company says: “Our artisan butchers expertly select the very best Irish beef from totally traceable herds, reared only on the freshest, greenest grass. This, combined with our unique dry ageing process creates a highly distinctive flavour and the most succulent meat.”
Irish “grass-fed beef” is on display in a dry aging cabinet at the entry point to the hotel and it is also identified as grass-fed on the menu. It sits alongside Australian John Dee steak, derived from Australian Aberdeen Angus fed on a grain diet for a minimum of 150 days.
Animal selection
In the below video, Allan Morris managing director at John Stone Meats outlines the animal selection process.
Consumer preference
Commenting on Japanese consumer preferences head chef at the Hilton’s Metropolitan grill, Niko Paolo Martinez told the Irish Farmers Journal: “If there is a special occasion in a family they order our flagship steak on the menu and that is the grass fed Irish Tomahawk steak.
"We serve this steak as a sharing plate and it is very popular with groups. We cook the steak on a Sakura (cherry blossom) wood grill which adds flavour to the meat."
On the meat itself he said: “It is a really consistent product and I really enjoy cooking it. Customers like the idea of grass-fed as they associate it with being a more naturally reared meat, which it is.
"Wagyu beef is always going to be the most popular in Japan, but this offers our customers something different."
The IFA is urging farmers to "sell hard" as factories try to fill orders to meet demand and say that the price rises of 10c/kg that were seen last week must continue.
Obtaining protected geographical indication (PGI) status for grass-fed Irish beef was a whole-island collaboration. Janine Kennedy chats to some of the people behind the effort.
One-hundred-and-seventy people attended the Bord Bia dairy markets seminar on Tuesday 16 April to gain insights on trade and consumer behaviours, writes Sarah McIntosh.
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