Beef Sommelier Co., Ltd. (Headquarters: Minato-ku, Tokyo; President: Toshiki Matsuoka; hereinafter "Beef Sommelier") is pleased to announce the launch of "HALEBEEF (Harebeef)," a new beef brand using only cattle raised with care on Ishigaki Island. This brand is the result of a joint project between Beef Sommelier, livestock farmer YAMACHIKU Co., Ltd., and food processor EternityFoods Co., Ltd. HALEBEEF will be released in the summer of 2026. HALEBEEF is a name that can only be given to cattle confirmed to have an average of twice the normal level of "happiness hormones" (compared to our company's standards), a first in Japan. ■ What is HALEBEEF? Cattle raised leisurely in the calm climate of Ishigaki Island. From these cattle, HALEBEEF selects only those individuals whose serotonin production pathway activation has been confirmed through Beef Sommelier's proprietary cattle individual characteristic diagnostic technology, "B-som Diagnosis." Serotonin is also known as the "happiness hormone." Cattle with an activated serotonin production pathway are scientifically suggested to have been raised in a happy environment with less stress. HALEBEEF handles only the beef from these "happy cows." The name "HALEBEEF" is derived from the ancient Japanese word "hare," which refers to special days and celebratory occasions. For birthday celebrations, gifts for loved ones, or milestones in life. We aim to deliver this beef as a companion for such special "hare" days to many people. ■ A Consistent Effort from Ishigaki Island to Your Table HALEBEEF is not born from a single company. Livestock farmer YAMACHIKU Co., Ltd. raises cattle on Ishigaki Island, food processor EternityFoods Co., Ltd. delivers their meat with skilled hands, and Beef Sommelier Co., Ltd. observes individual characteristics with a scientific eye. This brand was born from a joint project where three companies shared their vision. Because it is connected as a single story from production to processing and distribu