Sugimoto Brings Wagyu Beef to Global Markets

By Daniel De Bomford, Bernard Thompson and Sasha Lauture

One bite of authentic Wagyu beef is an earth-shattering revelation, a single taste capable of redefining the meaning of flavor. Wagyu beef, renowned worldwide for its luxurious texture, marbling and unparalleled taste, originates from a unique breed of cattle in Japan.

Since 1900, Sugimoto Meat Industry has been a Japanese leader in premium wagyu beef. With the domestic market and labor force shrinking in Japan, Chairman and Representative Director Tatsuya Sugimoto says that, while inbound tourism and the weaker yen provide opportunities for the company, it is also looking to broaden its horizons. "It is becoming increasingly important to look beyond Japan and further expand into international markets," he says.

Regional markets in Southeast Asia are already in the company's sights. Sugimoto explains, “We have already opened stores in Thailand and China, I believe rapidly growing markets such as Indonesia and Vietnam hold great potential.”  The company has already received offers from companies looking to collaborate in these markets and open restaurants. “Forming strategic partnerships with local companies is the key to successfully executing our expansion strategy,” Sugimoto says. He adds, “We are always looking for overseas partners with whom we can build a strong partnership and grow together through joint ventures, strategic alliances, and collaborations with suppliers.”

Key to its strategy is maintaining the highest quality and service levels for its customers and partners. Chairman and Representative Director Sugimoto initiated the “Meat Academy,” where all company employees are educated and upskilled. “It was our goal for everyone working at Sugimoto—not just those who interact directly with customers, but all employees—to become true meat professionals,” he says. Every employee understands the technique and core principles behind Sugimoto’s craft. “The academy is not just about meat-related training,” he adds, “It also covers nutritional information, customer service techniques, and sales strategies.” Instructors are graduates from previous years, which creates a self-sustaining system. Sugimoto explains, “We continuously refine and improve the curriculum to maintain its relevance and effectiveness.”

Sugimoto Meat Academy

The focus on quality and freshness is a core component of the company’s success. Sugimoto says meat should be sold on the day it is cut for optimal taste, texture and appearance. “Speed is extremely important in our operations,” he explains. The company leverages advanced ice temperature aging techniques to elevate the meat quality. “We have honed our techniques using special bacteria that enhance the aging process, ensuring consistent quality, texture, and flavor,” he says. Its aging process takes novel approaches to ensure maximum caliber; as Sugimoto explains, “One example is applying 5,000 volts of pressure during the aging process.” He adds, “This allows us to extend the shelf life of the meat while maintaining excellent quality.” Aging the meat increases the amino acids, bringing out the umami flavor and making the meat more delicious.

Sugimoto says transitioning to a holding company structure has provided opportunities for new ventures, such as wholesale, retail and restaurants. Looking ahead, he says that the company is interested in expanding into new ventures that may not be directly related to meat but align with the food service and meal preparation industries. “Recently, we opened a hamburger shop that sells both soy-based meat and traditional burgers,” Sugimoto states. Sustainable food sources are becoming increasingly important as global meat production declines and global populations increase. “As a company with the mission of supplying protein in the form of meat, we recognize the importance of exploring alternative proteins,” he affirms.

Not only is Sugimoto Meat Industry bringing Wagyu to the global market, but it also offers the world a cut of exceptional, authentic cuisine. Sugimoto wants to share this tradition as it is meant to be experienced, “We want to be a long-established company that continues to evolve, ensuring that the techniques and expertise we have refined since our founding are maintained.”