JBS Announce Shorthorn Beef Brand
JBS Australia has announced that from October 1st 2015, they require Shorthorn feeder steers for a newly created Shorthorn breed based Branded Beef program. The Shorthorn brand will be an exclusive niche brand, targeted at the high-end food service trade both domestically and internationally. The finished beef product will be further underpinned by MSA grading and achieve a minimum marble score of two.
JBS Australia’s Sales Manager Northern, Brendan Tatt, said, “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.”
Cattle will be grain fed at one of JBS Australia’s five feedlots and initially processed at the Riverina Beef plant near Narrandera in southern NSW.
“JBS Australia has a long history with the 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 Shorthorn breed,” Duane Woodham, JBS Australia’s Manager Livestock Northern, said.
This is represents a tremendous step forward for the Shorthorn breed in Australia. The branded beef program will not only create a premium feeder market for Shorthorn producers but will also allow the Shorthorn breed to tell it’s story to consumers, one of the oldest and richest stories in the Australian Beef industry. It will also provide Shorthorn breeders with a very clear target for production, a target driven completely by consumer demand. Feedback will be available through the JBS Australia system.
Cattle will be sourced this month with cattle penned from October 1st. Cattle will be inducted at one of 5 JBS Australia feedlots. Initially 350 head will be required per week. Cattle required will be either pure Shorthorn or minimum 75% Shorthorn content crossed with British breeds, 380 – 500 kg curfewed weight and milk or 2 tooth.
This is a tremendous opportunity for the Shorthorn breed and also for Shorthorn breeders and Shorthorn Beef needs your support to ensure that this program will continue to develop and grow.
Producers wishing to supply this premium market will need to register with Shorthorn Beef to achieve maximum pricing for their steers. Registration is a simple process, forms are available from the Shorthorn Beef office or website. Breeders are encouraged to register early to ensure maximum competition for their Shorthorn cattle.