AUSTRALIA'S largest beef processor JBS has joined forces with the Shorthorn breed to deliver a branded product to global retail and food service markets in early 2016.
JBS and the Shorthorn Society of Australia today announced the joint initiative for a Beef Shorthorn specific brand program, at a launch at Yamburgen Shorthorns, Narrabri NSW.
The Beef Shorthorn brand will be a niche program of 350 head per week and pay a premium for cattle that meet the verification process of the Shorthorn Society.
Cattle will be grainfed at one of JBS Australia’s five feedlots and initially processed at the Riverina Beef plant near Narrandera in southern NSW.
The finished beef product will be further underpinned by MSA grading and achieve a minimum marble score of two.
“JBS Australia has a long history with the Beef Shorthorn breed, and we have been able to look back through the hard data and empirical feedback from our customers to know the market demand was there to accept a brand underpinned by the Beef Shorthorn breed,” Duane Woodham, JBS Australia’s Manager Livestock Northern, said in a statement.
“The addition of a high quality beef brand underpinned by the Beef Shorthorn breed is part of our well documented strategy to transition our business away from being a commodity producer to a demand driven model with a selection of brands to meet supplier and customer requirements.”
Mr Woodham stopped short of announcing the name of the brand the product will be marketed under, instead throwing the doors open to members of the Shorthorn Society of Australia to submit possible brand names.
“This is a collaborative project between JBS Australia, the Shorthorn Society of Australia and the entire beef supply chain to ensure maximum traction, and ultimately profitability, for all involved,” he said.
JBS Australia’s Sales Manager Northern, Brendan Tatt, said a brand went further than just a lid or an insert, and as such they would narrow down a shortlist of potential brand names before consulting their target customers to ensure maximum palatability of the brand on more than one level.
“Eating quality and meat specifications are one thing, but this beef product will be highly exclusive and to target the high end of the market will require a brand with a strong, true and unwavering story,” Mr Tatt said.
“We will not position this brand as ‘region-specific’, instead look to maximise our ability to meet the market demand,” Mr Tatt said.
JBS says potential livestock supplier should contact their local JBS buyer to find out additional information.
