If you order a box of frozen Kobe beef croquettes from Asahiya, a family-run butcher shop in Takasago City in western Japan's Hyogo Prefecture, it'll take another 30 years before you receive your order. That isn't a typo. Thirty. Years.
, a family-run butcher shop in Takasago City in western Japan's Hyogo Prefecture, it'll take another 30 years before you receive your order.Founded in 1926, Asahiya sold meat products from Hyogo prefecture -- Kobe beef included -- for decades before adding beef croquettes to the shelf in the years following WWII.
"We sold Extreme Croquettes at the price of JPY270 per piece... The beef in them alone costs about JPY400 per piece," says Nitta. "Since around that period our shop had connections with local beef producers, so we did not have to get them from outside the prefecture," Nitta adds.The cheap price tag of the Extreme Croquettes flies in the face of the quality of the ingredients. They're made fresh daily with no preservatives. Ingredients include three-year-old female A5-ranked Kobe beef and potatoes sourced from a local ranch.
"At that time, we raised the price to JPY500 -JPY540 with consumption tax. But since the export of Kobe beef began, the prices of beef have doubled, so the fact that the production of croquettes makes a deficit has not changed," says Nitta."In reality, the Extreme Croquettes got way more popular than other products," Nitta chuckles, laughing at his own money-losing business idea.
A week before the delivery date, the shop will confirm the delivery with the patient customers once again.
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