Meltique Beef: Pioneering Innovation in Beef Production

In 1972, the visionary Japanese innovator, embarked on a journey to revolutionise the beef consumption landscape in Hokkaido, Japan. Hokkaido, primarily recognised for its dairy farming, posed a distinctive challenge due to the cattle in the region being traditionally bred for dairy, rather than meat consumption.
Undeterred by this challenge, Hokubee Co.'s founder was resolute in his commitment to minimising waste in the meat industry and transforming beef production practices. He began thinking of ways to promote beef consumption in the Hokkaido area, at a time when beef consumption was relatively low despite the thriving dairy industry. This led to the opening of a string of beef restaurants, at a time when other family restaurants that served beef were not common. Gradually as the beef consumption of the area increased, so too did the restaurants, by now, the expectation of the quality of beef also increased. In an area populated by dairy cows, he tried to enhance the beef with culinary techniques such as marinades and fat additions across the now 20 restaurants. This became the starting point for Meltique Beef. Fuelled by his commitment to innovation, he pioneered groundbreaking initiatives to revolutionise beef production in Hokkaido and beyond, and officially founded the Meltique Beef brand with a bold vision aimed at revolutionising the global beef industry in 1984.
Through continuous dedication and forward-thinking strategies, Meltique Beef has redefined traditional beef production, elevating the quality and taste of beef while setting new standards for sustainability and resource optimisation. The brand's unwavering spirit of innovation continues to steer the evolution of beef production, setting new benchmarks in the industry and shaping the future of beef consumption worldwide.