In new research, the association positioned feed as a key determinant of beef deliciousness alongside grade, arguing that the true appeal of beef should be evaluated through meat quality, freshness retention, juiciness, and umami rather than grade alone.
The special-mix feed, Shiawase no Furikake, consists of plant-derived ingredients such as pumpkin seeds, plantain, safflower, and honeysuckle. According to the association, the ingredients were influenced by Traditional Chinese Medicine.
The organisation claimed that this blend helps to “regulate cattle health from within and support robust physical development.”
One of the key active ingredients was plant polysaccharides, which help to strengthen the immune system.
Shiawase no Furikake also contains a high concentration of vitamin E (15,000 mg/kg) to act as an antioxidant to improve the colour of the meat as well as drip loss, which can impact the “juiciness” of the meat.
Overall, the formulation helps beef maintain its bright red colour for longer on store shelves, resulting in meat that retains its juiciness, flavour and overall freshness.
“Through these combined effects, Shiawase no Furikake helps raise healthy cattle and deliver visually appealing, high-quality, truly delicious beef to consumers,” said the organisation.
It noted that Shiawase no Furikake was not inexpensive, but assured benefits to animal health and consumer eating quality, as well as the assurance of safety and security in the final product.
“We continue to feed our cows this feed to ensure their health and to deliver safe, secure, and truly delicious beef to our consumers.”
A better balance
The association said it has long advocated for an approach to beef production that does not rely exclusively on traditional grading systems, which historically rewarded high marbling in Wagyu as the primary indicator of value.
This research comes on the heels of macroeconomic pressures and shifting consumer preferences towards beef and Wagyu.
Inflation has dampened purchases of high-priced beef and points to a measurable year-on-year decline of one percent in A5 Wagyu steer carcass prices on the Tokyo market in December 2025.
At the same time, the association argued that a stronger interest in health, particularly among younger demographics, was redirecting attention toward products with a more moderate fat profile and a better balance with lean meat.
Against this backdrop, domestically produced crossbred cattle, typically a Wagyu–Holstein cross, are attracting more interest.
Known for combining the juiciness of Wagyu fat with the savoury depth of Holstein lean meat, crossbreds offer more stable pricing and a less overwhelmingly fatty eating experience. T
These cattle offer a distinct “easy-to-enjoy” flavour profile when their health and diet are carefully managed, and their value has historically been under-recognised due to industry fixation on marbling levels.
Beyond the technical findings, the association framed the research as part of a broader effort to reshape how consumers and the meat industry think about beef quality.
Its goal was to build a market where individuals can judge palatability based on meat quality and flavour rather than grade alone, and where cattle finishers committed to serious, responsible production practices can be fairly recognised.
