The Magic of Time, 'Deep-aging'… Making All Hanwoo Taste Like '1++ Grade'

A startup has emerged to solve the three challenges of meat—'taste, health, and price'—with a technology called 'deep-aging.' If the deep-aging machine developed by this startup becomes commonplace, it could usher in an era where we can enjoy delicious, low-fat, and affordable less-preferred cuts of meat.

Deep.Plant is a startup specializing in meat deep-aging, founded by CEO Kim Cheol-beom in October 2019. The company uses its proprietary chamber to accelerate the aging of meat, which it then supplies to businesses. This chamber activates the meat's proteolytic enzymes through a physical method combining water pressure, ultrasound, and water temperature. This process halves the time required for aging and improves only the taste without altering the meat's appearance, effectively acting as a deep-aging accelerator.

"Currently, 'delicious meat' is defined as high-fat meat grilled on a hot plate, melting the fat as it cooks," CEO Kim explained. "But if you look at meat connoisseurs, they start with 1++ grade Hanwoo, quickly tire of it, move on to lower-fat 3rd grade, and finally settle on deep-aged meat."

Today, there is no special standard for 'delicious Hanwoo' other than its marbling (intramuscular fat). Since muscle, composed of protein, has no particular taste, the quality grades of 1+ and 1++ are determined by how evenly the flavorful fat is distributed.

In reality, preferred cuts like sirloin, ribs, strip loin, tenderloin, and pork belly make up only 30% of a single cow or pig. These cuts are traded at prices about five times higher than less-preferred cuts. The remaining 70%, the less-preferred cuts, often go unsold despite their lower prices and are frequently discarded. The cost of these less-preferred parts is then added to the price of the preferred cuts, further inflating the so-called 'meat price.'

The deep-aging technique was developed to solve this problem. Aging meat tenderizes the texture and enhances its umami flavor. This allows inexpensive, less-preferred cuts to be enjoyed with the same deliciousness as preferred ones. However, traditional deep-aging lacks a common standard and is perfected through the individual know-how of restaurants. Aging periods vary widely, from a few dozen days to as long as a year, and there is no precise standard to measure how much the deep-aging process has improved the meat's taste.

Deep.Plant has signed a processing plant contract with Hoengseong KC, the only slaughterhouse in the famous Hanwoo region of Hoengseong, and also sells deep-aged Hanwoo directly through

Home&Shopping. The company supplies aged meat to Seongsu Galbi and is conducting R&D on deep-aged meat with Byeokje Galbi and Baekchae Kimchi Jjigae. It is currently expanding its distribution network by supplying aged meat to large supermarket chains and delivering to franchises and specialty restaurants. The company expects its revenue to grow more than tenfold, from about 2.2 billion won this year to 24 billion won next year, based on the projection that securing distribution channels in the large meat market will lead to rapid growth.

After receiving seed investment from an individual in 2021 and from CNT Tech and an agri-food fund in 2022, Deep.Plant is currently raising a 3 billion won Series A round. Among the investors is 'Abraxas' by The Invention Lab, a personal investment union formed by former high-ranking Samsung executives.

Last year, the company was selected for the TIPS (Tech Incubator Program for Startups), and in January, it was chosen for Nonghyup's 'Business Hub,' becoming a resident company. In July, it was also selected for the Goyang-type Private Investment-linked Technology Startup Support (TIPS).

"Because taste is subjective, I want to create a 'consumer grading system'," said CEO Kim. "We will be able to supply deep-aged meat tailored to the consumer's desired taste at a low price."