Photo/Illutration A dog tries a newly released pet food product made from deer meat on July 19 in Otsuchi, Iwate Prefecture. (Masakazu Higashino)

Local specialties from the land and sea in the northeastern Sanriku region are being served fresh not only for people, but their pet canines.

The meat and other parts of sharks and deer that would otherwise be discarded are being treated and processed into dog food products.

The hope is to win over dog owners who are conscious of their furry companions’ diets and health.

In Kesennuma, Miyagi Prefecture, famed for its shark fins, jerky was developed from locally caught shark meat in mid-April. A shark flake pack and a stick-shaped food item using the fish’s cartilage were likewise rolled out.

The offerings carry a price of 704 yen ($4.80), including tax, under the Umino Pet line released by shark fin seller Ishiwata Shoten.

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Sharks are shown at the Kesennuma Fish Market in Miyagi Prefecture, whose flesh is used for dog food. (Provided by Ishiwata Shoten)

Fins for human consumption account for a paltry 10 percent of the entire shark. The remaining parts were previously provided free of charge to the manufacturers of “hanpen” fish cakes and other items.

To more effectively utilize the shark’s flesh, Ishiwata Shoten analyzed the nutrient contents with experts to make pet food rich in collagen and other proteins but with less fat for sale.

“We were initially worried about whether canines would enjoy it,” said Hisashi Ishiwata, president of Ishiwata Shoten. “But it turned out that dogs actually love it.”

After starting out at Ishiwata Shoten’s shopping website as well as local pet salons, roadside stations and elsewhere, Umino Pet is becoming more available elsewhere.

A dedicated vending machine has been set up in a corner of the Umino Pet’s production facility as well.

Ishiwata Shoten is looking to introduce more offerings under Umino Pet from here on out.

Meanwhile, venison processor and vendor Momiji in Otsuchi, Iwate Prefecture, launched a new dog food brand called Oishikute in July.

Wild deer in Otsuchi are notorious for damaging crops. Hunters kill many of the animals, but since eating all of what they cull is difficult, in many cases the carcasses are incinerated.

Learning this, Momij President Yukio Kanesawa decided to expand his company’s products to the pet food market.

“We wanted to take full advantage of the carcasses of the culled deer,” Kanesawa said.

Venison is treated at Momiji’s plant within two hours of the animal's death. The meat is converted into an uncolored pet meal free from artificial additives using the same hygienic control method as jerky for human consumption.

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Deer are spotted along a road in July--a common scene found even in urban zones in Otsuchi, Iwate Prefecture. (Masakazu Higashino)

Priced between 1,190 yen ($8.07) and 1,380 yen after tax, the pet food comes in a 70-gram package in four varieties, such as ribs and slices of minced meat.

Items from Oishikute are offered on Momiji’s shopping website.

“Our products mixed with other dishes help pets eat them even when they have no appetite,” said Kanesawa. “We plan on appealing to customers who prefer more luxurious pet food.”

The market for meals for pets grew to 351.9 billion yen in fiscal 2021 from 268.1 billion yen in fiscal 2013, with jerky and other dried products making up more than 70 percent, according to statistics from the Tokyo-based Japan Pet Food Association.

(This article was written by Masataka Yamaura and Masakazu Higashino.)

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