The supplier price of Matsuzaka beef, Japan's most prized variety, is nearly double what it was a year ago due to soaring demand for safe beef since mad cow disease was discovered in Japan in September, industry officials said Thursday.

The rise is also partly due to the fact that Matsuzaka beef, carved from heifers, is in limited supply, they said.

The strong demand has also prompted the mislabeling of beef, they said, citing a scandal that emerged Tuesday -- the latest in a series -- involving a meat retailer of Tokyu Department Stores Co.

According to the industry officials, beef consumption is still below last year's figures.

But the supplier price of Matsuzaka beef has shot up to more than 7,000 yen per kg from about 4,000 yen per kg last year, and retail prices for sirloin steak are now between 20,000 yen and 30,000 yen per kg, they said.

"Demand for other well-known beef varieties such as Kobe beef and Omi beef is also high, but the popularity of Matsuzaka beef is special," an industry official said.

Matsuzaka beef is produced in Mie Prefecture, while Kobe beef is produced in Hyogo Prefecture and Omi beef comes from Shiga Prefecture.