Ito Farm's 80-Month-Old Matsusaka Beef Aims for Seventh Championship Win

Ito Farm’s Long-standing Challenge with Matsusaka Beef

Ito Farm, located in Mie Prefecture, is gearing up for the upcoming 69th Matsusaka Cattle Competition, scheduled for November 9, 2026, at the Tokyo Meat Market in Minato Ward, Tokyo. This prestigious event will showcase a special Matsusaka beef that will be approximately 80 months old on the day of the competition, having been born on March 2, 2020. The young bull has been raised at Ito Farm since November 11, 2020, marking nearly six years of dedicated care.

Aiming for the Seventh Championship Title

The main objective for Ito Farm this time is to clinch their seventh victory at the Matsusaka Cattle Competition. The farm has previously won in 2011, 2017, 2018, 2019, 2023, and 2024. Yet, the significance of this event reaches beyond merely winning.

Quality through Time

One of the core themes of this year’s participation is to explore how far the quality of Matsusaka beef can be pursued when considerable time is invested in its care. In today's fast-paced world that often prioritizes efficiency, the question arises: Why dedicate so much time to nurturing a single animal?

The current candidate for the competition not only represents a quest for excellence but also challenges the farming convention by emphasizing the delicate balance between time and quality. The rationale behind raising this beef for about 80 months is not merely about an extended period; it’s about unlocking the full potential of Matsusaka beef. More time allows for meticulous observation and management of numerous factors, such as nutrition, temperature, environment, stress levels, and daily physical changes.

This lengthy commitment poses significant management challenges, including increased labor and financial risk for the producer. However, the decision to invest time stems from a straightforward belief: Quality can be significantly enhanced through patience and detailed attention to the animal.

Meticulous Care Over the Years

The Matsusaka beef destined for the competition has undergone meticulous care at Ito Farm since its introduction. For nearly six years, farmers have paid close attention to the bull’s health, tracking minute changes and adapting management strategies accordingly. The experiences and techniques that Ito Farm has honed over the years are evident within this one animal.

More than Just a Competition

While the goal of winning the award is vital, the journey toward achieving the highest meat quality is equally paramount. Iso farm aims to investigate how much the meat's texture can be refined, how delicately the fat can form, and how deep the aroma and flavor can evolve as a result of the extended care.

Ultimately, Ito Farm is not only focused on traditional practices but looks to explore the new realms of potential that Matsusaka beef holds. The farm aspires to be a trailblazer in demonstrating that time invested in animal husbandry can yield extraordinary results.

Details of the Upcoming Competition

The 69th Matsusaka Cattle Competition will take place on November 9, 2026, at the Tokyo Meat Market and is organized by the Matsusaka Beef Association. It is anticipated that the exhibition will spotlight the culinary marvels of Matsusaka beef, reaffirming its status not only in competitive circles but also in fine dining.

This bull’s identifier is 14092-83094, and its story reflects the journey of countless others, showcasing the meticulous detail that Ito Farm invests in their livestock. Ito Farm remains committed to pushing the boundaries of Matsusaka beef quality, emphasizing its rich heritage and promising future.

The matsusaka beef will be on display, awaiting recognition at this significant event, and sets the stage for defining excellence in the future of Matsusaka beef.

Media Contact Information

Press inquiries can be directed to:

- Company Name: K-Icon Co., Ltd.
- CEO: Kunio Takasaka
- Contact: Ito Farm Media Contact
- Email: [email protected]
- Phone: 052-253-8117
- Website: K-Icon Co., Ltd.

With a commitment to excellence, Ito Farm invites the world to witness the results of six years of dedication—where time and quality meet in the heart of Matsusaka beef.