In several Asian nations, particularly Japan and Hong Kong, there is a notable increase in demand for animal products that not only offer superior taste but also ensure high quality. Consumers are increasingly discerning, paying close attention to the culinary attributes of meat, its provenance, production conditions, and adherence to food safety standards. Consequently, European beef is experiencing heightened popularity among chefs, restaurant proprietors, and retail consumers alike.
The quality of European beef is supported by a transparent and comprehensive control system that encompasses all phases of production, from the selection of cattle breeds to breeding, transportation, slaughter, and the packaging of the final product.
As a result, European beef not only provides an exceptional taste experience but also aligns with consumers’ escalating expectations for transparency and rigorous production standards.
The high-level mission to Japan in June, led by the European Commissioner for Agriculture and Food, along with a delegation of 100 distinguished representatives from companies and producer organisations within the EU’s agri-food sector, underscored the significance and challenges of engaging with Asian countries. The primary aim of this mission was to promote EU agri-food products and food production technologies; given the rising consumption and increasing demand for beef in Asia, this year’s focus was directed towards advancing the promotion of high-quality meat.
In markets such as Japan and Hong Kong, there is an increasing demand for beef that not only delivers excellent flavour but also originates from reputable sources and adheres to stringent quality control measures. Contemporary consumers and professionals within the HoReCa sector seek more than mere products; they anticipate assurances regarding taste, safety, and complete transparency. European beef effectively fulfils these expectations. With its stringent production standards and comprehensive monitoring systems, it not only provides exceptional culinary attributes but also ensures the predictable quality that both importers and chefs greatly value.
Why is European beef the optimal choice for Asia’s demanding markets?
- Guaranteed Origin = assurance for customers
European beef is sourced from carefully selected breeds, including Limousine, Charolais, and Hereford. Each animal is individually tagged, enabling traceability from birth to the final product. This practice not only adheres to stringent standards but also fosters a sense of control and trust within the supply chain.
- Welfare-friendly breeding = enhanced taste and texture
The cattle are raised untethered and provided natural feed, free from antibiotics and growth hormones. This approach results in meat characterised by a clean structure, natural aroma, and exceptional culinary quality, fulfilling the expectations of chefs who prepare high-end dishes.
- Stress-free transportation = preservation of the highest quality meat
Recognising that stress negatively impacts muscle pH and structure, every stage of transportation is conducted under conditions that minimise discomfort for the animals. Consequently, this ensures consistent, high-quality meat that maintains its value during processing and supports favourable food costs for restaurateurs.
- Controlled maturation = tenderness that delights
The meat undergoes maturation under strictly monitored conditions, allowing natural enzymes to enhance tenderness and depth of flavour. Steaks prepared in this manner exhibit superior cooking performance, while one-pot dishes deliver remarkable tenderness with minimal cooking time, thereby optimising kitchen efficiency and ensuring customer satisfaction.
- Professional packaging: confidence at every stage of distribution
Each package is accompanied by detailed information regarding origin, storage conditions, and shelf life. This transparency enables importers, retailers, and restaurants to offer their customers a product that distinctly communicates its quality and reliability.
Such a systematic approach to quality management enhances the competitiveness of European beef producers, demonstrating the viability of producing beef without diminishing the scale of breeding, while simultaneously prioritising environmental stewardship. This commitment has a significant impact on beef imports from the European Union, particularly from Poland to Japan. In 2024, Poland exported approximately 2,700 tonnes of frozen beef valued at EUR 15 million to Japan, representing 20% of the value of EU beef exports to this discerning market.
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