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
2006
Kim, S.G.(Yamagata Univ., Tsuruoka (Japan). Faculty of Agriculture)
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 and quality.
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