CHUM APARTMENT's “Ishigaki Island Yaeyama Beef” is a little bit special.
★ Cows that have not been recognized for their value ★
Cows that have lived alongside people for many years in the Yaeyama region of Ishigaki Island.
Without relying on artificial fattening, the cattle are raised on local grass and natural feed, which deepens the flavor of the meat and creates a unique taste. The calves born here are shipped to various parts of Japan to become branded beef. The “mothers” of these calves, which become the source of branded beef, are also raised with great care on farms over many years. However, once these “mother cows” have fulfilled their role, they are often traded at low prices as “draft cows” and are rarely valued as meat.
“The meat of dairy cows is not tasty” and “it is tough and difficult to eat.” Based on these stereotypes, the reality is that dairy cows are traded at bargain prices in the market. But is that really okay?
★ Challenging new possibilities ★
We decided to find new valuein these cows. Cattle raised over a long period of time on the land of Yaeyama are not simply “retired,” but rather, through careful re-fattening, they have the potential to be reborn as meat with an unprecedented depth of flavor.
Under the rich natural environment of Yaeyama, a re-fattening period is set to improve meat quality and fat quality. This overturns the conventional image of beef as “tough” and “difficult to eat,” creating an exquisite taste that balances the umami of lean meat with mellow fat. This is not merely “product development,” but also a social challenge to expand the possibilities of food.
★ Creating a sustainable food culture ★
This initiative is not just about “increasing the value of beef cattle.” This has great significance in creating a sustainable food culture.
- ● Reducing food waste:
- By utilizing cattle that have been disposed of at low prices as valuable food ingredients, we can avoid wasting resources.
- ● Supporting the future of livestock farming:
- In ranch management, raising the price of dairy cows also leads to economic stability for farmers.
- ● Providing new values regarding food:
- Rather than simply seeking tender meat, we promote a culture of enjoying flavors that have been cultivated over time.
Through this project, we aim to realize our vision of “making the most of Yaeyama cattle and recognizing the value of all life.”
We hope that when you take a bite, you will feel the deep flavor andthe value that connects to the future.