Abstract

In September 2001, an incident of mad cow disease (bovine spongiform encephalopathy) occurred in Japan. Japanese people now seek improved safety of beef meat and organic beef might fulfil part of this requirement. In this study, interviews were held with owners of a pasture-based beef production farm on the island of Hokkaido in Japan, which is widely recognized among the Japanese consumers as a `healthy and ecological`. The farming system is pasture-based, raising Hereford, Angus and crossbreeds, rather than the traditional Japanese Black breed. It is necessary to use grain-based concentrate feed when the animals are being finished. These feeds are fully imported, non-genetically modified, and `post harvest free feed (PHF)`. Feeding imported organic grains to cattle for fattening is contrary to the Codex organic regulations settled in 2001. Therefore, it would appear difficult to achieve domestic organic beef meat production in Japan. There are opportunities for New Zealand beef exporters to expand their market in Japan. To achieve this expansion, there are two major issues to address. Firstly, intensive market promotion to the Japanese consumer will be necessary using New Zealand`s "clean and green" image and pasture-based finishing systems. Secondly, research work is necessary to develop special beef commodities which fit the Japanese consumer`s taste.

T, Ozawa, N Lopez-Villalobos, and HT Blair

Proceedings of the New Zealand Society of Animal Production, Volume 62, Palmerston North, 128-132, 2002