One of the things we have always respected about the Japanese culture, is they are not wasteful, and they value the resources that they have around them. The word “Kotta,” means “exquisite” in Japanese, and we think it is the perfect word to describe the “Customer First” program we are developing in our quest to produce the best lamb and beef anywhere!
Most farm producers cater to the Food Distribution Industry, and somewhere along the way, we think that industry has lost its way! Thirty years ago, the beef and lamb industry had far different standards than they do today. Thirty years ago, it was accepted practice to hang beef anywhere from 18 – 30 days. This was done to break down the meat fibers, and “tenderize” the product. The consumer received a quality product and a consistent, prime level eating experience. The downside for the Distribution Industry, is that this hanging process caused “Shrinkage”. A carcass will lose up to 30% of its weight volume because of water loss. In order to combat this loss of weight, the industry lobbied Government to change the way meat quality was evaluated, and how it was stored. Now, meat is held for 2 – 3 days, and consumers have been sold that “cherry red”, is the colour of choice when shopping for meat! The end result? No enzymes to naturally tenderize meat, And that water you see in the styrofoam package of meat you just bought? You’re paying for that water now!
Another major change affected by the Distribution Industry, has been in the area of Lean Meat Yield %. Distributors have pushed beef and lamb producers to grow animals bigger and as fast as possible. Bigger means, less waste (bone & fat), and more meat to sell to the consumer. Sounds logical doesn’t it – and it is from a Producer / Distributor point of view. But for the consumer it can spell disaster in terms of quality eating experience.
There is a direct correlation between increased Lean Meat Yield %, and a significant drop in consumer satisfaction and meat quality. Quality is defined as a consistent 5 Star eating experience or a Prime grading. According to a variety of studies done using real consumers, tenderness and a consistent quality eating experience are what consumers want, and are willing to pay a premium for. Intra Muscular Fat, or Marbling, is the system of thin white veining you see coursing through a quality prime cut of meat. The greater the Marbling in the meat muscle, the greater the product Tenderness and quality eating experience!This fat is the good, healthy kind of fat and is unlike the thick border of fat found on the outside of a cut of meat. The greater the Marbling inside the meat cut, the better the quality eating experience!
Intra Muscular Fat, or Marbling, and Low Melting Point of that fat, are the reasons why Wagyu and some Angus cattle provide that consistently high quality consumer eating experience. With Australian White lamb, the same rules apply!
There is a direct co-relation between increased carcass size (Lean Meat Yield %) and a reduction in Marbling in meat! As a rule of thumb, the larger the carcass, the tougher the meat fibres will be! The tougher the meat, the less consumers will grade the product as a 5 Star eating experience!
We strive to provide that 5 Star eating experience with every product we produce. Our Australian White Lamb, Full Blood Wagyu Beef, and our Kotta Lamb and Beef, have been tested by the toughest standard – the Consumer, and found to deliver that quality eating experience time after time!
