GIRAUDI is the largest distributor of Kobe Beef outside Japan and is a Designated Registration Store of the Kobe Beef Marketing and Distribution Promotion Association. GIRAUDI sponsored a beef event on March 18th in Monaco, where the company has its headquarters. Beef suppliers from the United States, Australia, Canada, Spain, Germany and Japan showcased their meat to 150 meat wholesalers from 22 countries in a competition-style presentation. The Japanese beef presented at the event was Kobe Beef.

We were told that Kobe Beef is often described in Europe as being something like a myth. Also, we heard that it is an honor for restaurants to be able to serve Kobe Beef. The event served as an opportunity to lay the groundwork to establish the Kobe Beef brand in Europe.