Bishougyu (Smile Beef)

Beef that brings a smile to your face

Bishougyu is an original beef brand created by meat researcher Rie Katahira with the goal of producing safe, delicious beef that she would confidently serve to her own children. Raised on farms in Asahi City, Chiba Prefecture, near Kujukuri Beach, Bishougyu cattle grow in a pleasant environment with a refreshing sea breeze. Without using antibiotics typically employed to promote rapid fattening, the cattle are fed herbal-based feed and raised for six months longer than usual to ensure health and superior meat quality. The result is beef that features flavorful red meat, refined fat, and a light, easy-to-digest taste.

Characteristics of Bishougyu

Point 1: Exceptional Lineage

Bishougyu exclusively comes from female crossbreeds of Holstein mothers and Tajima-line Japanese Black fathers. Tajima cattle, considered the roots of Japanese Black wagyu, are renowned for their unique and unparalleled umami flavor.

Point 2: Extended Rearing Period

The longer cattle are raised, the richer their flavor becomes due to increased amino acids and lower melting points for fat. While the average fattening period is 25 months for crossbred cattle and 28 months for Japanese Black wagyu, Bishougyu cattle are carefully raised for about 30 months, reflecting the extra effort and cost invested in their care.

Point 3: Female Cattle Only

Female cattle, unlike steers, are less active and produce tender meat with a finer texture. Their fat has a lower melting point, making it softer and easier to melt in the mouth. Additionally, their red meat contains higher levels of sweet-tasting amino acids, enhancing the flavor.

Point 4: Herbal Feed

The feed includes herbs that promote healthy digestion and improve gut health, making even organ meats more flavorful. This ensures the cattle are raised with minimal stress and maximum health.

Point 5: Antibiotic-Free

No antibiotics, such as Monensin, are used. Bishougyu prioritizes safety and flavor, ensuring the beef is something you can confidently serve to your family.

The Philosophy Behind Bishougyu

Traditional beef grading systems, such as A4 and A5, focus solely on the quantity of marbling (fat content) without considering the quality of the fat. This has perpetuated the myth that highly marbled beef is the ultimate standard of deliciousness. However, as health consciousness grows, the value of lean meat is being rediscovered. Bishougyu challenges this misconception by combining exceptional lineage with careful, long-term rearing to produce truly delicious beef.

Additionally, the current system, where cattle are individually priced and subject to fluctuating market rates, is not sustainable for livestock farmers. Bishougyu aims to build a sustainable ecosystem by offering stable prices to farmers, allowing them to continue raising high-quality cattle, and providing restaurants with consistent pricing for their menus. This initiative connects producers, restaurants, and consumers, embodying the vision of the Beef Smile Project.

Bishougyu delivers not only exceptional taste but also a sustainable and ethical approach to beef production.