Tag: RooMeat

Beauty, Athleticism Driving Boom in Sales of Kangaroo Meat in Japanese Convenience Stores

Kangaroo meat is selling like hotcakes in Japanese convenience stores.
Sales of protein-related products are skyrocketing against a backdrop of growing fascination for weight training.

All protein-related products grew 40% year on year at Natural Lawson convenience stores from fiscal 2018 to fiscal 2019.

And September 2019 sales increased 70% YoY, with kangaroo meat being a prime driver at the chain’s 143 stores in the Tokyo metropolitan area.

Tokyo-based Vasel Inc. sells kangaroo meat under the RooMeat and Paroo brands throughout Japan, including the roo jerky selling strongly at convenience stores.

“Kangaroo meat is the pinnacle of red meats. Its saturated fats are 20 times better for you than beef and kangaroo meat is really popular among women with a strong awareness of beauty,” a Vasel spokesman recently told the Japanese media.

Vasel’s targets are those seeking an athlete’s diet of high-protein, low calorie foods, and women with a strong awareness of beauty and maintaining a healthy weight.

Kangaroo meat is not produced by keeping roos as livestock, but by capturing wild kangaroos and processing the meat. Vasel has imported kangaroo meat into Japan from Australia since the 1980s. Demand has grown significantly in recent years and it now imports 50 tons annually.

“There’s growing interest in red meat. Game is becoming increasingly popular within the dining industry. Women and athletes who are concerned with their health are eating kangaroo. We have focused on branding the meat as RooMeat since 2014, and the robust sales we’re seeing now are probably reflecting that,” the Vasel spokesman said.

Kangaroo Cooking…Roo Meat: It’s Tasty if Ya Cook It!

Japanese have been legally eating kangaroo for longer than most Australians.
Kangaroo meat was imported to Japan and being served in Tokyo restaurants from 1988, five years before meat from the national symbol was legalized for consumption by Australians in all states other than South Australia, where kangaroo could be eaten legally from 1980. (Indigenous Australians had continued eating kangaroo, a traditional food, regardless of the ban.)
Despite the head start, kangaroo meat never really kicked on in Japan, despite its reputation for being a healthy, high-protein, low-fat alternative to beef or pork.
RooMeat was promoted in Japan as being a preferred choice of athletes and models, but the “stars” called upon to plug the meat were not household names. Moreover, the meat was promoted with the somewhat mysterious catch copy of “it’s tasty if you cook it.”
Kangaroo meat can still be purchased in Japan, probably most easily from The Meat Guy, purveyor of fine meats.
Kangaroo meat is also promoted as an environmentally friendly choice as kangaroos produce less methane than cattle.
Some people have also adopted kangatarianism, which is essentially a vegetarian diet that allows for the consumption of kangaroo meat.
Japan’s kangaroo business was also involved in the kangaroo industry, which focuses around the marsupial’s leather, which is regarded as the strongest source of leather for shoes and gloves.
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