Ishigaki Island's "Happy Cows" Give Birth to Beef Brand "HALEBEEF" - First in Japan to Select Cattle Based on High "Happiness Hormone" Levels for Special Occasions

Beef Sommelier Co., Ltd. (Headquarters: Minato-ku, Tokyo; President: Toshiki Matsuoka; hereinafter "Beef Sommelier") is pleased to announce the launch of "HALEBEEF (Harebeef)," a new beef brand using only cattle raised with care on Ishigaki Island. This brand is the result of a joint project between Beef Sommelier, livestock farmer YAMACHIKU Co., Ltd., and food processor EternityFoods Co., Ltd. HALEBEEF will be released in the summer of 2026. HALEBEEF is a name that can only be given to cattle confirmed to have an average of twice the normal level of "happiness hormones" (compared to our company's standards), a first in Japan.

What is HALEBEEF?

Cattle raised leisurely in the calm climate of Ishigaki Island. From these cattle, HALEBEEF selects only those individuals whose serotonin production pathway activation has been confirmed through Beef Sommelier's proprietary cattle individual characteristic diagnostic technology, "B-som Diagnosis."

Serotonin is also known as the "happiness hormone." Cattle with an activated serotonin production pathway are scientifically suggested to have been raised in a happy environment with less stress. HALEBEEF handles only the beef from these "happy cows."

The name "HALEBEEF" is derived from the ancient Japanese word "hare," which refers to special days and celebratory occasions. For birthday celebrations, gifts for loved ones, or milestones in life. We aim to deliver this beef as a companion for such special "hare" days to many people.

A Consistent Effort from Ishigaki Island to Your Table

HALEBEEF is not born from a single company. Livestock farmer YAMACHIKU Co., Ltd. raises cattle on Ishigaki Island, food processor EternityFoods Co., Ltd. delivers their meat with skilled hands, and Beef Sommelier Co., Ltd. observes individual characteristics with a scientific eye. This brand was born from a joint project where three companies shared their vision. Because it is connected as a single story from production to processing and distribution, we can deliver this beef.

In the northern part of Ishigaki Island, where untouched nature spreads, the cattle are raised with care amidst the sea breeze and quiet time. The taste of these gently raised cattle is confirmed one by one with a scientific eye, and after their value is fully brought out through careful processes, it is delivered to your table, adding a deeper sense of happiness to your special day.

Beef Sommelier Co., Ltd.

Beef Sommelier Co., Ltd. is a startup originating from Kindai University. They provide "B-som Fattening Diagnosis," which predicts future outcomes from data of live beef cattle, and "B-som Characteristic and Taste Certification Service," which certifies constitution and taste characteristics.

https://b-som.com

YAMACHIKU Co., Ltd.

YAMACHIKU Co., Ltd. is a company founded in 2017 on Ishigaki Island, Okinawa Prefecture. In addition to developing breeding operations for Japanese Black cattle in the nature-rich northern part of Ishigaki Island, they consistently handle everything from the production to sales of agricultural products, making the most of the island's warm climate and environment, delivering high-quality food packed with the island's charm.

Representative: Yoko Mizuno Location: 2-8 Iharu, Ishigaki City, Okinawa Prefecture

EternityFoods Co., Ltd.

A food tech company aiming for a society where the efforts of people working in the food industry are justly rewarded by integrating "AI and on-site capabilities." They are developing businesses that support Ishigaki Island's food industry, including procurement of ingredients and cooking services for restaurants, planning and sales of side dishes for airport shops, and processing and wholesale of out-of-spec fruits.

https://eternityfoods.co.jp

Sales Overview

Sales Channels: Online shop (URL and details to be announced at launch)

Scheduled Launch: Summer 2026 (scheduled for late July to August)

Product Details: To be announced separately at the time of launch

About B-som Diagnosis

Making encounters with delicious beef more certain. This is a diagnostic technology for "deliciousness" in beef cattle handled by Beef Sommelier Co., Ltd.

For the first time in the world, it is possible to comprehensively analyze physiological response patterns in the body from protein data in the blood of live cattle, visualizing the constitution and taste tendencies of that cattle. The deliciousness of beef is born from a complex interplay of multiple components, and the overall taste cannot be fully grasped by the numerical values of individual components alone. B-som Diagnosis scientifically unravels the taste characteristics of each head by comprehensively observing the physiological phenomena occurring within the body.

HALEBEEF exclusively selects individuals confirmed to have activated serotonin production pathways through this B-som Diagnosis, supporting its quality.

Details here

https://www.alic.go.jp/joho-c/joho05_004065.html

Company Overview

Company Name: Beef Sommelier Co., Ltd.

Representative: President Toshiki Matsuoka

Location: 10F GROWTH Mita, Mita South Tower, 3-5-27 Mita, Minato-ku, Tokyo

Research Base: Kindai University Advanced Technology Research Institute

URL: https://b-som.com

Business Activities: Provision of "B-som Fattening Diagnosis" for predicting beef cattle fattening, and "B-som Characteristic and Taste Certification Service" for certifying beef cattle constitution and taste characteristics.

【Inquiries Regarding This Matter】

Beef Sommelier Co., Ltd.

Email: contact@b-som.com