The Transformation of the Use-value of Japanese Short Horn Cows to Quality in the Short Horn Cow Direct Sales between Yamagata Village and the Daichi

Abstract

The Japanese short horn cow has long been a minor product in the Japanese beef market. However, recently it is attracting attention due to characteristics of safety and multiple functions. This phenomenon is directly related to a change of perception on beef quality after the BSE issue. This paper analyzes the role and problems of the short horn cow tie-up of direct sales in the livestock and meat distribution system, noting a transformation process from the use-value of short horn cows to a quality assessment, which is to say, a social reevaluation of the use-value of short horn cow production. The examination and analysis focuses on: (1) the relationship between the use-value and the quality of the short horn cow; (2) the present conditions and product characteristics of the short horn cow; (3) the structure of short horn cow tie-up direct sales and factors affecting the success of the tie-up direct sales; and (4) the beef quality evaluation standard reflecting the change of perception on use-value & quality.