Clear water, air, and fertile soil in a lush agricultural and mountain village—the Tanosuji district of Uwacho, Ehime Prefecture.
They eat rice straw and yukihana (okara), by‐products of homegrown rice, and the compost is returned to the fields. At “OTSUKA FARM,” in order to create a circulation of both nature and the local community and to lead to sustainable livestock farming, we cultivate rice, harvest rice straw to serve as cattle feed, and raise our own cattle, “(Water, Rice Straw, and Soil) Iyo Tanowa-gyu.”
Self–Cultivation–Livestock–Table — as producers, we wish to have every part of each cow enjoyed deliciously. We aim to weave a delicious meat culture in coexistence with nature. We produced a new logo mark that encapsulates that determination, and we were consistently involved in brand building through the renewal of packaging and various tools.
The logo mark combines a lattice-like mark representing the multiple, diverse rice fields of the Tanosuji district—a feature of our brand—with a circle (wa), and is designed to evoke the image of a branding iron.
The logo, which has no designated top, bottom, left, or right, represents the entire Tanosuji area centered on “Self–Cultivation–Livestock–Table” — facing the cow in the flow of agricultural and livestock collaboration, facing the meat, facing nature, the environment, and society, and working in conjunction with neighboring farmers until the product reaches the dining table. The packaging is finished as simply as possible so that one may experience the local aroma as it is.
That which is gentle yet supple is strong. With the care and wisdom inherent to producers, Iyo Tanowa-gyu naturally brings out the appeal of beef. The history circulating locally is quietly and sincerely woven.