This study elucidated the cause of the stagnation of Japanese Shorthorn production, and the production area marketing that matched them. There are two conclusions from conducting detailed case studies in Japan's largest production region and its largest sales destination. First, it was true that even one of Japan's leading buyers was not able to buy high due to sluggish sales, and the quantity purchased was greatly reduced. For this reason, Japanese Shorthorn producers could not obtain stable profits unless they also increased the proportion of Japanese black cattle raised. Secondly, although the scale is still limited, the new production area marketing has formulated an All-Win approach that benefits all parties. With this approach, the largest meat distributor in the production area will build a new route for stocking short-horn cattle stock from the largest sales outlets that are not selling well and strengthen sales for each meat part.
