GIFU, Nov. 28 – A highway express bus with a bus wrap of newly-designed Hida beef images will start operating on November 28, 2020. A council of Hida beef producers and a local bus operator, Nohi Noriai Jidosha Co., Ltd., will operate the Hida beef wrapping bus for three years, mainly on the routes that connect Takayama with Nagoya and Tokyo.
On one side, the bus has an impressive image of a woman eating Hida beef, and on the other side, it has a 3-D image of big beautiful pieces of Hida beef. It runs across Japan to boost the Hida beef industry’s operation, which was hit hard by the economic crisis due to the COVID-19 outbreak.
On November 27, people celebrated the wrapping bus’s service launch in front of the main store of a local agricultural cooperative in Hida (JA Hida) in Takayama City, Gifu Prefecture. “I hope people who looked at the wrapping bus think that they want to visit Hida to eat Hida beef locally,” one of the local beef producers said at the ceremony.
The wrapping bus project began to expand the sales of Hida beef that went down once after the Great East Japan Earthquake in March 2011.