A juicy 300 gram steak is the last thing you would find on the dinner plates of the average Japanese household.
The country’s cultural influences and how they translate to purchasing decisions are at the basis of a Japanese industry tour being undertaken by Australian Intercollegiate Meat Judging Association members and coaches this week and next.
Longreach-based DAF beef extension officer and ICMJ committee member Kiri Broad is one of five taking part in the professional development opportunity, visiting Sapporo University for meat quality and ageing assessments, and Tokyo, where they will experience a Japanese meat judging competition firsthand.
“Given that Japan is such an important trading partner, we though it was important that young people get the chance to see the industry for themselves,” Kiri said.
“I wanted to gain a better understanding of the industry over here – what consumers are purchasing, and the cultural difference and what these mean.
“I’d like to use this to help producers understand the markets they are selling to, and to improve the product we export.”
After a week on the ground, the differences in the ways Australians and Japanese consume red meat was very apparent to Kiri.
“Hardly anyone would cook up a big steak,” she said. “That’s why it’s so important to understand how they’re eating their product, and what their requirements are, so we can supply the product they need.”
This includes supplying primals cut thinly for cooking methods used in Japan.
Fellow tour participants include ICMJ president and Murdoch University representative, Peter McGilchrist, UNE ICMJ team coach and Fletchers International Exports member Darcy Ryder, Murdoch team coach Sarah Stewart, and Sydney University coach Melanie Smith.
The group this week worked with Hokkaido University on consumer taste tests, as part of joint research being undertaken with Murdoch University looking at MSA grading and Japanese consumer trends in relation to that.
Both Japanese and Australian product was used in the test.
While it’s too early for results, Kiri said the Australian meat had also been eaten and rated by consumers in Australia.
“We will be able to see the differences between the two consumer groups (countries) in their preferences,” she said.
Farms, meat plants, feedlots and retailers are also on the menu for the tour group, as well as a demonstration of how Wagyu fat is injected into Australian product.
The visit is providing insights into affordability as well as quality, and the competition from the US.
“We are competing with the US to get our product in here, so we need to give them a reason to chose our product,” Kiri said. “Ensuring we can deliver the product they are asking for is really important and hitting those specs back home in Australia.”
It’s emphasised the importance of the on-ground work she’s doing in the wider Longreach region to ensure beasts sold for slaughter will fit the grid so the exporters can then put a good product into the market.
The understanding Kiri is gaining of the end consumer also means she might be able to work with DAF industry development people to improve product placement in the Japanese market.
“I don't know that producers have to change much except that it would be great if more would consign for MSA grading,” she said.
“Some are still unable to as they can't meet times for trucking cattle but many could be and there's potential premiums to get.
“Definitely people need to be aware of the specs for the abattoirs and ensure their animals fit in the grid.
“I think then it might be up to the processors and traders more to do a good job fitting our product into the Japanese market and ensuring that it meets their needs.
“Then we need a good dialogue between all areas of the chain to ensure that everyone understands what the wants and needs are at each point.”