What's your beef?

However, beef importer Tohkaiya Company Limited is hoping to tempt carnivores back to the table with certified Angus from the US. The company's SS Loo says US beef is regaining its popularity and explains that beef isn't unhealthy provided you know how to prepare it properly.

"The grade of the beef and its preparation are what counts."

Senior customer service/marketing manager for Asia, Daisuke "Shimo" Shimojima says only 8 per cent of all beef in the US meets certification standards.

The top-quality meat has been winning fans in other part of Asia, including Japan and the Philippines, since 2004, though Thailand has been the last to join the club.

Certified Angus beef is graded by a 29-year-old non-profit division of the American Angus Association. All certified Angus must have modest to high marbling and a medium to fine texture, as well as the bright-red colour that conveys juicy flavour and tenderness.

Tohkaiya has been the sole distributor for imported certified Angus since April and its main target is premium hotels and restaurants. However, the product will also be available in leading supermarkets for between Bt1,500 and Bt1,850 a kilogram.

Despite the price, Loo is certain that anyone interested in quality dining will enjoy the cuts.

Shimojima concurs, adding that sales in the Philippines have increased by 400 per cent since the beef first arrived on supermarket shelves three years ago.

"Thais will eat it as long as it's good quality," says Loo, who has brought in beef from Norway, Australia and New Zealand.

Loo will also be arranging cooking contests, seminars and food shows over the next few months to promote the meat. 

Sirinya Wattanasukchai

The Nation