Case Study: Obanazawa City's Snow-Fed Wagyu / Part 2

(Continued from last time )

The new regional brand for Japanese Black cattle was born based on this discovery. The initial concept established there was "Wagyu that tastes delicious."

"Delicious to eat" sounds so obvious for food that it wouldn't normally hold up, but for the Wagyu industry, which had long prioritized "appearance," it served as a new perspective.

Until now, livestock farmers had been desperately focused on producing meat with abundant marbling (fat) and an appealing appearance, aiming for the highest grade (A5) – the only way to sell their product at a premium. They decided to boldly stop that approach.

Through discussions with farmers aiming to create Japan's most delicious Wagyu, "Yukifuri Wagyu Obana-sawa" was born.

Obanazawa City is known for its harsh winters, ranking among Japan's three major heavy snowfall areas. To protect themselves from temperatures that can vary by as much as 50 degrees Celsius over the year, the cattle naturally develop fat. Unlike fat forced upon them by feeding beer, this fat offers a melt-in-your-mouth texture like light snow. The name embodies the concept of wagyu raised by the snow.

Its defining characteristic is the exceptionally long 32-month fattening period. Typically, livestock farmers ship cattle once they reach a large size. Selling by weight per kilogram is a natural decision. However, data revealed that several months after growth plateaus, the concentration of umami components (oleic acid) in the beef increases dramatically. For farmers, this means continued feed costs and patience, but they embraced it to create "Wagyu that tastes delicious."

Furthermore, only "heifers" (unmated females), valued by connoisseurs, are permitted to bear the name "Yukidori Wagyu Obana-sawa." This too was a natural decision, given the concept.
The challenge undertaken by the people of Obanazawa City has only just begun. However, I must say magazine editors have an amazing instinct; it has been featured in several publications. Furthermore, at Ginza Mitsukoshi's wagyu specialty store "Kataba San," it is carried as a staple brand almost year-round (depending on availability).

When gathering friends for drinks at home, this wagyu shines. Season a chuck roast generously with salt and pepper, sear it in a pan to develop a crust, then slowly cook it in a 100°C oven until done – and you have "Snowfall Roast Beef." It delivers rich, meaty flavor without being heavy. Refined yet robust. Simple yet impressive, and it pairs wonderfully with drinks.

Enjoy!

◆Delicious Food Info
You can purchase " Snowfall Wagyu Obana-zawa " at Kojima Shoten on 47CLUB Inc.