Wagyu breeders are known for their strong “gate-to-plate” relationship with consumers and their advanced knowledge of beef quality. Aiming to add more value, document quality and ensure consumer confidence, the American Wagyu Association (AWA) has created an Authentic Wagyu Program including a process verified program (PVP) and a registered grading specification.
“The Certified Wagyu Program was created to combat claims of ‘fake Wagyu’ and ensure authenticity,” explains Sheila Patinkin, a Wagyu breeder from Springfield, Vt.
Patinkin has been raising Wagyu cattle since 2008. She operates a farm-to-table business, selling 80% of her products using e-commerce and distributing the rest to high-end hotels and restaurants. Patinkin has served on the American Wagyu Association (AWA) board since 2020 and was president in 2023 and 2024.
According to Patinkin there have been consumer concerns that some products marketed as Wagyu in the past did not actually meet true Wagyu standards, leading to confusion.
Jerry Cassady, AWA executive vice president, says the two programs were created to assure consumers they are buying the highest quality Wagyu beef and protect the Wagyu name, adding value to Wagyu beef and enhancing the breed. The programs will be accessible to all U.S. Wagyu producers.
“What really separates this PVP from others is the traceability aspect built into the program to assure consumers are getting what they pay extra for,” Cassady says. “When we see Wagyu on the menu consumers expect more and are willing to pay extra for the higher quality. However, with that commitment comes a higher expectation for a memorable eating experience, every time.”
About the program
With the Authentic Wagyu PVP Program, through DNA parentage analysis, each steak will be able to trace back to the animal’s parents. This trace-back feature is offered through the AWA and will guarantee consumers are getting Authentic Wagyu.
The PVP program was developed first to verify the breed composition, production processes and quality attributes of Wagyu beef. It involves a rigorous USDA audit and certification process.
Cassady explains the G162 spec, which requires a minimum marbling score of 800 (slightly above the bottom of the USDA Prime grade), was developed to help the association pass the PVP audit.
“Now that the spec is in place, it provides a simpler pathway for producers to participate in a USDA-Certified Wagyu Meat program, even if they don’t want to go through the full PVP process,” he says. “For example, if steaks are advertised as 100% full-blood Wagyu, through the parentage trace-back feature, consumers will have the confidence to know they are truly getting 100% full-blood Wagyu.”
How to participate
To participate in the G-spec program, interested producers will need to sign licensing agreements assuring specifications are being met. The cost will be $2 per carcass. Interested processors will need to sign licensing agreements assuring specifications are being followed. Processor fees will be $5 per carcass.
Ginette Gottswiller worked with the AWA board and Cassady to create the PVP and G-spec. She explains to participate in the PVP, producers must enroll three months prior to harvest. The enrollment cost is $50 per head, which covers the cost of the DNA test and RFID tag.
To start the process, a producer completes the enrollment form and sends it back to the AWA office along with copies of calving records for each group being enrolled. Trained staff will go through an enrollment and training interview with the producer. During the training it will be determined if the producer is feeding out their own cattle or if they are going to another location for the feeding phase.
Producers will be asked what processing plant they plan to use and determine if the plant needs to become remote grade certified. If the plant is not remote grade certified they can accomplish this task within the three-month enrollment lead time.
Once a producer completes the paperwork and interview process, they will be issued an RFID ear tag or RFID ear tag/TSU combo to denote the cattle have completed the first step in the enrollment process. Currently the RFID tags must be sold and shipped in multiples of 50 RFID tags or RFID/TSU combo sets. Tags will be shipped directly to the producer.
Producers will sign an enrollment form, which is an affidavit following procedure and protocol, and agree to allow an AWA/USDA audit at any time and any resulting data can be utilized by AWA.
The feedlot or farmer feeder portion of the PVP process will ensure the animals enrolled maintain their identification through the feeding phase. The feedyard portion of the program requires enrollment and training on a yearly basis provided by the AWA staff. The training instructs the feedyard manager through the required paperwork from receiving cattle into the yard to the animal’s arrival at the processing facility.
A feedyard is the cattle’s location from approximately 650 lb. until they reach harvest weight. This could be at the producer location or another entity that feeds cattle from more than one producer. The person or entity that manages and feeds the cattle on a day-to-day basis is who will be trained for the feedyard program within the PVP.
The processing plant enrollment will need to be done once the plant is remote grade certified. The first enrollment for every plant will be an on-site certification by AWA staff. Additionally, the plant will be trained by the DNA Traceback PVP Lab to take samples from randomly selected producer’s finished meat products for the traceability portion of the PVP.
Adding value
Cassady summarizes for producers these programs offer an opportunity to differentiate and add value to their Wagyu and Wagyu-influenced cattle. Producers can market calves as potential candidates for the programs, highlighting their genetic potential. Those who fully qualify can then sell their beef with the verified Authentic Wagyu certification, assuring consumers of the authenticity and quality.
“My vision is for producers, processors and packers alike to recognize the importance of assured quality sourced from known ranches right here in the U.S.,” Cassady says. “With this assurance they will recognize the value of the program and be willing to pay a premium for those who enroll in the program.”
From the consumer perspective, the programs are designed to build trust and confidence.
“A key challenge we have faced is effectively communicating the differences between full-blood, purebred and percentage Wagyu to consumers,” Patinkin says. “The technical definitions can be complex, but establishing clear authenticity claims is crucial to rebuilding trust in the U.S. Wagyu market.”
Gottswiller says although many Wagyu producers have already developed their own direct-to-consumer marketing channels, the new certification programs can still benefit them by adding an extra layer of quality and authenticity claims.
Patinkin says she feels optimistic about the potential for the program to gain traction, driven by increased consumer awareness and growing foreign competition.
“The program’s focus on traceability and quality will help Wagyu producers differentiate their products and command premium prices,” she says.
To learn more about the Authentic Wagyu Programs, visit wagyu.org/for-producers/authentic-wagyu-pvp.
Your Next Read: Wagyu Breed, Association Continue Rapid Growth
