For the 15 years Gundooee has been growing and marketing our style of Wagyu beef, I have come to understand that the hardest part of my business is to articulate (and sell) to consumers this point of difference. Unfortunately, the ‘marbling’ has been ingrained indelibly to consumers as the only real indicator of eating quality, but I maintain this to be more accurate for grain-fed beef. It is true that the fat is where the flavour is, and wherever it is found in the beef body – it is difficult however to market something that the consumer can’t actually see.
So that is the problem, and the solution I maintain lies in the counter staff (butchers) and table staff (restaurants) to be able to concisely and expediently, articulate this point of difference to enquiring consumers. This is why I have gone to so much effort to hold staff talks, provide a website and distribute printed material, because you people have a difficult job and need all the help I can provide. I hope this further explanation helps, and although my rule is that I don’t allocate carcasses with consideration to either EMA or intra-muscular fat, I will take your request on board for the next kill.