AEON celebrates the 50th anniversary of ‘Tasmanian Beef’ with the release of approximately 50 new products.

In 1974, when beef imports were restricted, AEON aimed to deliver delicious beef to customers at affordable prices. Believing Tasmania to be ideal for raising beef cattle for Japan, AEON started ranching on the island. Tasmania, situated approximately 240 km southeast of the Australian mainland, boasts strict regulations on the import of animals, plants, and feed, along with abundant natural resources. In this favorable natural environment, Tasmania Beef is nurtured with care and healthiness.

Since the establishment of the ranch, AEON has consistently emphasized safety and deliciousness, adhering to the following principles of Tasmania Beef: 1) No growth hormones, 2) No antibiotics, 3) No genetically modified feed, and 4) No meat and bone meal in feed. With a lineage of 100% Black Angus cattle and raised on Tasmanian grains in stress-free environments, Tasmania Beef, cultivated over 50 years, is characterized by its original meat flavor, fine texture, and juiciness.

The ability to source entire cattle from its own ranch is a strength, enabling the utilization of various cuts such as rump, fillet, tongue, and tail for product development. In its 50th anniversary year, AEON will sequentially release approximately 50 new products, including processed meats, pre-cut products, and convenience items, making Tasmania Beef’s deliciousness more accessible to a wider audience.

Furthermore, to ensure Tasmania Beef’s sustainability for the next 50 years, AEON will promote cattle raising practices that consider natural environments and sustainability. Initiatives include stress reduction measures for cattle through extensive ranching and the construction of roofed sheds for late-stage feeding, as well as efforts to utilize high-nutrient surplus potatoes from local food processing plants as feed, contributing to waste reduction in the food chain and emphasizing regional circularity.

Source: Aeon press release 15th April 2024