Ireland's Bord Bia Launches Chefs’ Irish Beef Club Japan to Expand Awareness of Grass-Fed Beef

The Launch of Chefs’ Irish Beef Club Japan

On June 11, 2025, Bord Bia, the Irish government’s food agency, announced the establishment of the Chefs’ Irish Beef Club Japan, marking its first venture into Asia. This launch event took place at The Momentum by Porsche restaurant in Tokyo, as part of a trade mission led by Minister for Agriculture, Food, Fisheries and the Marine, Martin Hayden. Notable Japanese chefs, Yuki Inoue from Ristorante La Bissoccia, Yuji Hayashi from The Momentum by Porsche, and Kenzō Nishizawa from Trattoria Da KENZO were the first members of this club.

The Chefs’ Irish Beef Club aims to unite top chefs from around the world who appreciate the high quality, taste, and sustainability of Irish grass-fed beef. With significant contributions already made in Europe and the Middle East, the club’s expansion into Japan is a crucial milestone. In 2024, the export figures for Irish beef to Japan reached over 3,400 tons, with an export value near 25 million Euros (approximately 4.1 billion yen), showcasing a 26% increase from the previous year.

Minister Hayden expressed optimism regarding the club's establishment: “Irish grass-fed beef is firmly gaining recognition in the Japanese market. The launch of the Chefs’ Irish Beef Club in Japan is a testament to the global appreciation of premium Irish beef. The support from these three outstanding Japanese chefs strongly underscores the high quality of Irish beef.” He also announced the recent submission of a Protected Geographical Indication (PGI) application for Irish beef, highlighting hopes for approval in the coming months.

Chef Yuji Hayashi shared his excitement about joining the esteemed club: “It’s a great honor to be part of such a prestigious club. I am thrilled to serve delicious Irish beef here in Tokyo. My visit to Ireland allowed me to see livestock living stress-free in lush pastures, which deeply impressed me regarding animal welfare.”

Jim O’Toole, the CEO of Bord Bia, noted a shift in meat preferences in Japan: “While grain-fed beef has traditionally been favored in Japan, the growing consumer interest in the aroma of grass-fed beef, like Irish grass-fed beef, is becoming evident. Our market research highlights this trend clearly. The fact that top chefs in Japan use Irish beef reflects their trust in consistent quality from farm to table, signaling the beginning of a new chapter for Irish beef in the Japanese market.”

Chef Yuki Inoue from Ristorante La Bissoccia remarked, “Our restaurant has served Irish Hereford beef since 2017, and we’ve recently started using Dexter beef introduced in Japan last year. Having worked with various beef types globally, I can confidently assert that Irish grass-fed beef is of the highest quality and has received great feedback from our customers.” The Dexter breed, a rare Irish origin, is known for its high protein, grass-fed meat, characterized by rich flavor and excellent marbling.

In recent years, Japan has played a significant role not only as a primary export destination for offal cuts like beef tongue, but is also increasingly recognized as a key market for premium beef. The Japan-EU Economic Partnership Agreement (EPA), which gradually reduces tariffs on European beef, further supports this trend. Negishi, a chain serving beef tongue across approximately50 locations in the Tokyo area, has been using Irish beef since it started to import.

Looking ahead, a new outlet in Osaka, marking the first presence of Irish grass-fed beef in the Kansai region, is scheduled to open in 2025, reaffirming its growing significance in Japan’s culinary scene.

In addition, the chefs' usage of Irish beef is a testament to their commitment to quality that spans from farm to table. This marks the start of a new chapter for Irish beef in the Japanese market.

The Essence of Chefs’ Irish Beef Club

The Chefs’ Irish Beef Club is a community of top chefs who share a passion for and appreciation of the quality and taste of Irish grass-fed beef. Initiated in the Netherlands in 2004, it now encompasses participants from Belgium, the UK, France, Germany, Italy, the Netherlands, and Switzerland, including Michelin-starred chefs. The launch of Chefs’ Irish Beef Club Japan aims to establish a premium brand for Irish grass-fed beef and facilitate its growth in Japan. The club ensures mutual learning among chefs, aims to deepen understanding of the sustainable practices involved in Irish beef production, and encourages local visits, fairs, and events.

The Unique Qualities of Irish Grass-Fed Beef & Lamb

Ireland’s geographical advantages—its temperate climate, rich rainfall, and fertile soil—allow pasture to flourish year-round. Irish cattle typically spend around 220 days per year grazing, consuming a diet predominantly made up of grass, which results in high nutritional value and unique flavor due to abundant vitamins and minerals. Beyond taste, quality and safety are highly prioritized, with most Irish farms participating in the national food sustainability program, Origin Green. This program establishes rigorous standards for food quality, safety, traceability, sustainability, and animal welfare, going beyond the EU’s regulations.

Bord Bia focuses on elevating the world-class standards of food safety and sustainability through its national food sustainability program, Origin Green, which includes extensive monitoring and auditing by third parties to ensure long-term sustainable food supply. Furthermore, the Sustainable Beef and Lamb Assurance Scheme (SBLAS) provides guidelines for safe farming practices involving animal health, food safety, land management, and biosecurity at Ireland’s cattle farms, regularly recording and assessing compliance.

Recently, the introduction of Electronic Identification (EID) has facilitated a more reliable traceability system for consumers.

About Bord Bia

Bord Bia is the Irish government agency responsible for promoting the sales of food, drink, and horticultural products both domestically and internationally. Its mission is to contribute to the growth and sustainability of producers. In Japan, Bord Bia mainly supports exports of beef, lamb, pork, dairy products, seafood, and whiskey.

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