JAKARTA. The Jakarta administration want residents to consume frozen beef, emphasizing that most remain somewhat reluctant to consume imported frozen beef despite its cheaper price.
City-owned slaughterhouse operator PD Dharma Jaya said that consumer preference for fresh beef facilitated the consistently high price, listed above Rp 100.000 (US$ 7,46 ) per kilogram.
Dharma Jaya president director Marina Ratna Dwi Kusumadjati said people in developed countries were accustomed to frozen beef. “We are trying to educate consumers that frozen beef is better than fresh beef. Fresh beef tends to rot easily. The quality of frozen beef can be preserved for 12 hours,” Marina said during a meeting at City Hall on Tuesday.
In several markets, Dharma Jaya have installed banners describing the difference between frozen and fresh beef. Dharma Jaya have also placed stickers on beef packaging outlining how to unfreeze and preserve frozen beef.
Ninety-seven-percent of the beef stock currently found in the capital is imported. In an effort to fulfill consumer needs during the Ramadhan fasting month, the city imported 270 tons of beef from Australia, to be sold for between Rp 78.000 to 89.000 per kg at subsidized-commodity bazaars.
The Jakarta administration plans to sell the beef to low-income families at a price of Rp 39.000 per kg, from June 27 to July 1. (Callistasia Anggun Wijaya)
