"Improving consumer perception of yukwoo isn't something that happens at once. We'll make our case step by step."
Chairperson Jo Jaeseong, 43, of the Yukwoo Checkoff Management Committee met with ChosunBiz at the aT Center in Seocho-gu, Seoul, on the 28th of last month and said, "A few rounds of promotion won't change perceptions of yukwoo," adding, "What's important is enabling a wide range of people—consumers, chefs, and military food service officers—to experience yukwoo often."
Yukwoo is domestically produced beef, but it is still unfamiliar to some consumers. Some hold the preconception that its quality is far inferior to premium Korean beef, known as hanwoo. Yukwoo is a bull of the Holstein breed (spotted cattle), introduced to Korea in 1902, raised for meat like hanwoo. It is the same breed as dairy cows, which are females that produce milk, but the purpose of raising them is different. The raising period is shorter than hanwoo, which is raised for more than 30 months, so production costs are lower. Compared with hanwoo, it has less fat and a higher protein content.
The Yukwoo Checkoff Management Committee (hereinafter the committee) was launched in 2014 to promote yukwoo and broaden its consumer base. Funded by levies paid by related farms nationwide, it leads efforts to stabilize supply and demand for yukwoo, support distribution, and improve perceptions. The committee has recently been working to expand the reach of yukwoo through consumer experience events, collaborations with well-known chefs, military meal service, and cooking classes.
Commissioner Jo, who took office in 2022 and is now serving a third consecutive term, said preconceptions persist that, although yukwoo is domestic beef, its quality is inferior to premium Korean beef, known as hanwoo. "In blind tests, even experts find it hard to distinguish yukwoo. But many consumers have vague prejudices," Jo said. "It's important to consistently create opportunities for people to taste it and experience it firsthand." Jo continued, "Changing every general consumer's perception at once is realistically impossible," adding, "That's why we are working proactively not only with consumer groups but also with the media."
The committee is also focusing on securing future consumers. Representative initiatives include military meal service and cooking classes for college students. The chairperson said, "Military food service officers didn't know much about yukwoo at first, but once they try it, many say it has great value for money," adding, "A major advantage is that the same budget allows more frequent servings of domestic beef." The following is a Q&A.
—You're in your third consecutive term. What has changed recently?
"In the past, I only attended large-scale events, but that didn't work well. Now I travel across the country myself to visit farms and event sites. I drive more than 100,000 kilometers a year. I believe going in person lets me hear voices from the field and promote yukwoo more effectively."
—What efforts are you making to change consumer perceptions of yukwoo?
"We are conducting blind tests with professionals. Of five hotel chefs, only one identified yukwoo, and in a test with 11 department store food MDs, eight rated yukwoo the most delicious. Once people actually taste it, it's hard to tell apart, yet many still have the preconception that 'yukwoo is tough and not tasty.' We launched this initiative to have it objectively verified by experts."
—What is yukwoo's greatest competitive strength?
"Value for money is the biggest strength, but quality has improved recently as well. In the past, many were shipped after about 18 months of raising, but now we recommend raising for more than 24 months. A longer raising period clearly enhances flavor. Previously, a higher share was graded third class, but now more than 50% are second class, with first class up to the 20%–30% range."
—How does a longer raising period improve flavor?
"When yukwoo is slaughtered between 24 and 26 months, you can achieve tender meat quality, texture, and color. In the past, when raised for less than 20 months, it was often judged mushy and bland, typically earning second- to third-class grades. Delaying slaughter maintains tenderness while improving meat quality and increases the likelihood of a first-class grade. The volume of sellable cuts after slaughter also increases. This is to enhance overall market competitiveness."
—What are the advantages of collaborating with chefs?
"As famous chefs try it and rate it highly for value, certified venues have also emerged. Michelin-starred chefs or chefs from the Netflix variety show "Culinary Class Wars" have more influence than general chefs. If such figures use it, we expect more restaurants in the dining industry to adopt yukwoo as an ingredient."
—Why the focus on the military meal service program?
"Military meal service is a market with large consumption volumes. When military catering staff use yukwoo themselves, many say the quality is good for the price. It is competitive in that it allows supplying domestic beef with less burden than premium Korean beef, known as hanwoo."
—What is the background of the recipe contest for college students?
"It's part of a long-term investment. Students majoring in culinary arts will become head chefs someday. If they experience yukwoo as students and recognize it as a quality ingredient, they are more likely to use it in the kitchen later."
—Do you have plans for a home meal replacement (HMR) business?
"Yes. As we run cooking classes with chefs, we are pushing to develop meal kits for recipes that get good responses. Since many seek convenience foods for camping and other activities, we believe the HMR market will become even more important."
—What initiatives will you prioritize going forward?
"I think the online market has reached a certain point. Going forward, we plan to focus on expanding offline touchpoints in partnership with major retailers. The key to expanding consumption of yukwoo is 'experience.' As we collaborate with major chefs, supply to military meal service, and steadily create opportunities for consumers to taste it directly, touchpoints will increase one by one and perceptions will naturally change."