Read a wide variety of information about the Hida Beef Brand Promotion Council.
Learn why the brand needed to be promoted and how it was created, view the Agreement and organizational chart, and see an overview of certified retailers.
Supported by a strong demand for beef coupled with recovery from economic stagnation from the first oil crisis around 1980, beef cattle production showed steady gains.
However, internal and external pressures of the liberalization of import of agriculture and livestock grew in 1985 and the beef cattle situation was severe not only within the prefecture but also throughout Japan.
In addition, distribution of beef cattle at that time in the prefecture was changing from distribution of live animals to that of carcasses as Tono Cooperative Meat Corporation started operations to join existing Gifu Agriculture & Stockbreeding Public Corporation and Hida Cooperative Meat Corporation.
To respond to these and other developments, as well as to attempt to establish a long-term, stable system to produce superior beef cattle, relevant agencies began to work together around 1977 to build a beef brand in order to survive the tough competition among industry producers. To improve the lifestyle of people in the prefecture, unify the brands existing in different regions of the prefecture and create brand loyalty, beef cattle were sold at a profit, calf prices stabilized, the revitalization of the region promoted and public consumption of beef increased.
In 1977, efforts began in earnest to create a brand for the fattening cattle produced in the prefecture called "Gifu cattle" and secure marketability in order to respond to the need to fix the lineage of Wagyu in Gifu Prefecture.
Around this time, Yoshida Ham Co., Ltd. of Ogaki City was promoting the Hida beef brand to develop local industry, villages, and towns. On May 29, 1984, "Hida beef" became a registered trademark (application was made on August 6, 1979), and the company started expanding and sales of Hida beef centered in the Nagoya and surrounding areas.
Amid these developments, Yoshida Ham Co., Ltd. gave its full assistance in the organization of the Hida Beef Brand Promotion Conferece to unify and promote beef cattle produced in Gifu Prefecture as Hida beef. The prefectural government, Gifu Prefecture Economic Federation, and Yoshida Ham Co., Ltd. were the key players in the decision that "Hida beef" would become a brand name that could be promoted throughout Japan.
Accordingly, on January 23, 1988, Yutaka Oike (chairman of the Gifu Prefecture Economic and Agricultural Cooperative Association), Kaoru Ito (chairman of the Gifu Prefecture Livestock Industry Development Association) and Noboru Matsuoka (chairman of the Gifu Prefecture Meat Industry Co-operative Association) and Kiyoshi Hayashi (president of Gifu Agriculture & Stockbreeding Public Corporation) met at Gifu Prefecture Agricultural Cooperative Hall and founded the Hida Beef Brand Promotion Conferece.
? The traditional method of selection used for Gifu Prefecture Wagyu at the time was based chiefly on appearance (phenotype) with a lack of uniformity in cattle development and body shape. Industry representatives felt it necessary to fix the Gifu Prefecture Wagyu breed lineage and requested Wagyu breed lineage be fixed beginning in FY1978.
All of these breeds were collectively designated the "Gifu cattle."
Gifu Prefecture undertakes new Wagyu improvement project "Project to promote fixed Gifu cattle breed lineage" without outside assistance.
The project became a project supported by national government subsidies starting in FY1979.
Shigeka passed the meat production capability tests administered by the project to promote fixed Gifu cattle breed lineage started in FY1978 and went into propagation and use at the Gifu Prefecture Stud Farm (currently Gifu Prefectural Livestock Research Institute Hida Beef Research Department).
Date of birth: | May 18, 1979 |
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Place of origin: | Kawai-mura, Yoshiki-gun, Gifu Prefecture |
Pedigree: | father Shige Iwata, maternal grandfather Dai-Ni Fukushika」 |
Test results: | DG 0.80 kg Marbling +3.7 Rib eye cross-sectional area 50 cm² |
In 1981, Yasufuku, the bull introduced to Gifu Prefecture from Hyogo Prefecture passes the meat production capability test with the highest score to record.
Date of birth: | April 1, 1980 |
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Place of origin: | Muraoka-cho, Mikata-gun, Hyogo Prefecture |
Pedigree: | father Yasutani Doi, maternal grandfather Yasumi Doi |
Test results: | DG 0.83kg Marbling +4.1 Rib eye cross-sectional area 49 cm² |
Breeding: | 1981 | 1982 | 1983 | 1984 |
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Actual head count: | 288 | 2,383 | 2,201 | 2,485 |
Percentage (%) | 2.9 | 26.5 | 31.6 | 43.2 |
To create guidelines for breeding cattle in Gifu, the prefecture consulted Gifu Prefecture Livestock Breeding Improvement Council (Secretariat: Gifu Prefecture Livestock Industry Development Association) in 1984, and the guide was reviewed mainly by the board members of the Beef Cattle Improvement Association. All members of the council agreed on an "Gifu Prefecture Wagyu Breeding Guide" and to establish a beef cattle production plan.
As an organization of beef cattle producers, a new "Gifu Prefecture Beef Cattle Liaison Council (Secretariat: Gifu Prefecture Livestock Industry Development Association) was launched, within which a Breeding Subcommittee and Fattening Subcommittee were established.
On the same day, the Fattening Committee reviewed the issue of unifying the "Hida beef" brand name.
(1) Changed unified name from "Gifu beef" to "Hida beef"
(2) Unified standards to establish the "Hida beef" brand
Review conducted by officials from the Gifu Prefecture, Gifu Prefecture Livestock Industry Development Association, Gifu Prefecture Economic and Agricultural Cooperative Association (hereafter, "Gifu Prefecture Economic Federation"), and the Gifu Prefecture Meat Industry Co-operative Association (hereafter, "Gifu Meat Federation").
(1) Organization of committees, shipping systems, and Definition of Hida beef
(2) Assessing actual distribution
(3) Collecting the opinions of related groups and organizations
Conducted a beef sales questionnaire for meat stores in Gifu Prefecture.
Surveys conducted: | 303 |
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Answered: | 116 |
Answer rate: | 38.3% |
Survey results (excerpted): |
Meat stores displaying the name "Wagyu beef" 40% Meat stores displaying the name "Hida beef" 30% Percent agreeing that Wagyu names should be unified 81% |
Surveys were conducted in all 47 prefectures to assess the status of beef cattle brand unification and promotion in each prefecture.
A meeting of the Fattening Subcommittee of the Gifu Prefecture Beef Cattle Liaison Council is held to discuss the Hida beef branding.
Related organizations from producer through distribution hold a secretariat meeting of the Committee to Establish the Hida Beef Brand Promotion Conferece.
Reviews the council organization, and a draft of council terms and conditions
Gifu Prefecture governor Yousuke Uematsu presents Hida Beef to the Imperial Family
To develop new markets and beat competitors in the industry, an informal meeting with market participants was held in conjunction with First Hida Beef Carcass Fair at Yokohama.
Hida beef exhibitions and advertisement
Participated in the Gifu Sightseeing Salon & Hida Invitation Fair held in Tokyo.
Introduced Hida agricultural specialties, with Hida beef available for tasting in the local specialty corner.
Participated in Hida Future Festival 110 ? Hida Taste Festival -held in Takayama City, Gifu Prefecture.
Hida beef was available for tasting and sale in order to advertise and promote the brand to the people in the Hida region and to tourists.
Participated in the Second Agricultural Festival held at and in the environs of the Gifu Arena.
Gifu Meat Federation was the key organization promoting Hida beef to prefecture residents, offering opportunities to taste and purchase Hida beef.
Participated in Gifu Meat Fair '86 organized by Gifu Meat Federation in Gifu City.
The theme zone featured a panel exhibition of the production process of Hida Beef from cattle raising through distribution and consumption, that consisted of commentary employing photos and charts coupled with a consultation corner and survey regarding meat that targeted housewives.
The exhibition and sales zone offered opportunities to taste and purchase Hida beef.
Participated in the 38th Gifu Prefecture Livestock Expo ? Carcass Division, held at the Regional Wholesale Meat Market in Gifu City.
Held the Hida Beef and Beef Festival to secure higher regard for the Hida beef brand and position Gifu as a superior beef cattle producing area, thereby solidifying a position in beef production, consumption and distribution.
Purchasers of superior meat carcasses were gifted a championship flag and a letter of recommendation from the Gifu Prefecture Governor to promote the superiority of the Hida beef name along with the sale of beef cattle at the Gifu Prefecture Livestock Expo.
Many carcasses for sale were superior grade, with a high 45% of which earning high quality grades.
A survey of current and future distribution and consumption trends was conducted in the Yokohama Central Wholesale Market established in the Kanto region in FY1987 to investigate the state of meat distribution in new wholesale meat markets outside the prefecture.
Held at the Seki Livestock Distribution Center, the 38th Gifu Prefecture Livestock Expo ? Live Cattle Division featured competition from among the best 88 head of Hida beef cattle hailing from every region in the prefecture.
Participated in the 34th Beef Cattle Expo sponsored by the Kinki-Tokai-Hokuriku Regional Association held in Shiga Prefecture. 12 head from Gifu Prefecture competed, all calves were produced in the prefecture.
Of the 12 head from Gifu Prefecture that competed, all of which were calves produced in the prefecture, 3 head were awarded honors.
2 head of beef calves that were produced in Gifu but were exhibited from other prefectures also won honors and served to promote the excellence of Hida beef both in and outside the prefecture.
Related organizations from producers through distribution hold second secretariat meeting of the Committee to Establish the Hida Beef Brand Promotion Conferece.
Reviews the council organization and a draft of council terms and conditions
A meeting of the Committee to Establish the Hida Beef Brand Promotion Conferece is attended by future members of the council.
A meeting of promoters (to establish the council on March 3rd) is held and draft for an establishment meeting is reviewed.
A joint meeting of the Breeding Subcommittee and Fattening Subcommittee of the Gifu Prefecture Beef Cattle Liaison Council deliberates promotion of the Hida beef brand.
Approved participation in the Hida Beef Brand Promotion Conferece and donations.
Representatives for Hida regional producers discuss promoting the Hida beef brand with municipalities, agricultural cooperatives, distribution organizations and other vested interests.
Hida regional municipalities exchange views with agricultural cooperatives, economic federations and prefecture offices.Review of the definition of Hida beef
Participated in the 5th All-Japan National Wagyu Cattle Expo held in Shimane Prefecture.
Of the 9 head from Gifu Prefecture that competed, 8 head were awarded honors.In a competition among castrated fattening cattle based on quality of meat, Hida beef defended itself against brand beef from every region in Japan and gained a nationwide reputation for winning a brilliant second place to the sponsoring prefecture.
Participated in the Hida/Mino Invitation Fair held in Tokyo to deepen awareness of people living in large cities of the goodness of Hida/Mino products.
Invite people to enjoy a taste of Hida beef
Participated in the Third Agricultural Festival held at and in the environs of the Gifu Arena.
Related parties played a key role in promoting Hida beef to prefecture residents, offering opportunities to taste and purchase Hida beef.
Hida regional municipalities exchange views with agricultural cooperatives, economic federations and prefecture offices.
Agreeing on the basic definition of Hida beef
Participated in the 39th Gifu Prefecture Livestock Expo ? Carcass Division, held at the Regional Wholesale Meat Market in Gifu City.
Held the Hida Beef and Beef Festival again this fiscal year to secure higher regard for the Hida beef brand and solidify a position in beef production, consumption and distribution.
Purchasers of superior meat carcasses were gifted a championship flag and a letter of recommendation from the Gifu Prefecture Governor to promote the superiority of the Hida beef name along with the sale of beef cattle at the Gifu Prefecture Livestock Expo.
Many carcasses for sale were superior grade, with a record high 63% earning high quality grades.
Participated in the 35th Beef Cattle Expo sponsored by the Kinki-Tokai-Hokuriku Regional Association held in Fukui Prefecture.
Of the 12 head from Gifu Prefecture that competed, all of which were produced in the prefecture, 4 head were awarded honors and served to promote the excellence of Hida beef both in and outside the prefecture.
Related organizations from producers through distribution hold third secretariat meeting of the Committee to Establish the Hida Beef Brand Promotion Conferece.
Reviews the council organization, council terms and conditions (draft), executive committee regulations (draft), a FY1987 business plan and budget (draft), and more.
A meeting of promoters to Establish the Hida Beef Brand Promotion Conferece is held.
Gifu Prefecture Beef Cattle Liaison Council and 10 other organizations establish the Hida Beef Brand Promotion Conferece at the Agricultural Cooperative Hall in Usaminami, Gifu City.
Hida Beef Brand Promotion Conferece Terms and Conditions
FY1987 Business Plan and Budget
FY1987 Approval for contributions and collection method is received.
Established the Executive Committee of the Hida Beef Brand Promotion Conferece.
Deliberated the FY1987 Business Plan
In particular, a tournament for Hida Beef Production Promotion.
Hida beef label packaging and stickers
Hida Beef Cattle Fair
(Name)
(Definitions and Labelling)
(Duties)
(Members)
(Secretariat)
(Executives)
(Honorary President)
(Meetings)
(Board)
(Expenses)
(Accounting fiscal year)
(Other)
(Appendix)
This Agreement enters into effect on January 23, 1988.
Partial revision, July 11, 1988.
Partial revision, June 21, 1999.
Partial revision, June 19, 2000.
Partial revision, July 12, 2001.
Partial revision, December 1, 2002.
Partial revision, July 15, 2003.
Partial revision, July 11, 2007.
Partial revision, July 17, 2009.
Partial revision, August 2, 2010.
Partial revision, June 21, 2011.
Partial revision, August 1, 2012.
Partial revision, August 2, 2013.
Partial revision, August 12, 2014.
Attachments Gifu Prefecture Beef Cattle Association
Gifu Livestock Industry Development Association
Gifu Prefecture Central Union of Agricultural Cooperative Association
National Federation of Agricultural Cooperative Association headquarters in Gifu Prefecture
Gifu Prefecture Meat Industry Co-operative Association
Gifu Prefecture Cooperative of Domestic Livestock Dealers
Hida Meat Agricultural Cooperative Association
Gifu Agriculture & Stockbreeding Public Corporation
Yoshida Ham Co., Ltd.
Retailer must meet one of the following conditions:
(1) Sell 5 or more Hida Beef head (Class 5) per year at a butcher's shop that sells Hida Beef.
(2) Sell 5 or more Hida Beef head (Class 5) per year at a meat processor or wholesaler that sells Hida Beef.
(3) Purchase 5 or more units of cut Hida Beef (Class 5) per year from a vendor or vendors listed in (2) aboveand sell approximately 5 or more Hida Beef head (Class 5) per year.
Retailers who want to become certified outlets and meet the certification criteria (The number of head sold shall be the number of head purchased from a wholesale company from January through December.) submit a certification application to the wholesale company by the end of January following the year in which they meet requirements. The application is reviewed by a certification board, and the chairman of the board approves certifications.
Restaurants must meet one of the following conditions:
(1) Be a dining establishment that features mainly meat dishes and purchases approximately 3 or more Hida Beef head (Class 5) per year from a certified Hida Beef retailer, and is a restaurant deemed capable of promoting the reputation and image of Hida Beef.
(2) Purchase Hida Beef from a certified Hida Beef retailer and be a dining establishment that consistently use only Hida Beef Grade 5, and is a restaurant deemed capable of promoting the reputation and image of Hida Beef.
Restaurants who want to become certified restaurants and meet the certification criteria (The number of head purchased shall be the number of head purchased from a wholesale company from January through December.) submit a certification application to the wholesale company by the end of January following the year in which they meet requirements. The application is reviewed by a certification board, and the chairman of the board approves certifications.
Each retailer or restaurant shall pay a one-time registration fee of JPY 30,000 at the time of registration and JPY 20,000 in fiscal year expenses the first year, and pay fiscal year expenses of JPY 10,000 each year starting the following fiscal year.
A retailer or a restaurant to cancel its certification status shall receive a refund of the JPY 30,000 registration fee upon return of the proof of certification and certification plaque.