Daiei to Sell Original Brand Beef
Posted on: Tuesday, 13 June 2006, 12:00 CDT
By Kyodo News International, Tokyo
Jun. 13--TOKYO -- Daiei Inc., a major retail chain operator -- currently in financial trouble, said Tuesday it will start selling an original brand of "wagyu" (Japanese cow) beef from Thursday.
By selling such beef, Daiei aims at attracting customers who are concerned about food safety amid the import ban on U.S. beef products due to mad cow disease scare.
Daiei, which is in the process of rehabilitation with help from the state-backed Industrial Revitalization Corp. of Japan, expects about 2 billion yen in annual turnover from the beef sales, it said.
The high-quality beef to be sold under the brand name "Satsuma Himeushi" is produced only from cows raised under a detailed production control system at Daiei's own ranch in Kagoshima Prefecture, the supermarket chain said.
The beef is only produced from cows when their meat is tender, Daiei said, adding their cattle are fed with good-quality feed and looked after by private veterinarians at the ranch.
The price of such beef will be 1,180 yen per 100 grams which is moderate compared with other brands of wagyu beef, according to Daiei.
Japan, which had ended a two-year-old import ban on American beef last December, reimposed it in January after a backbone was discovered in a veal shipment at Narita airport.
The spinal column is a specified risk material prohibited under the bilaterally agreed export requirements, as it is believed to carry the risk of mad cow disease.
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Source: Kyodo News International, Tokyo
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