CHEFS along the eastern seaboard have given JBS Australia’s new premium grainfed Shorthorn beef brand Thousand Guineas the thumbs up for its eating quality.

JBS Australia northern livestock manager Duane Woodham says the brand launched this week is about creating a “point of difference” in the branded beef market.

“With the myriad of Angus brands available, we thought there was room for one which is aimed at the very best eating quality but is not Angus,” he said.

“With the data we had in the past feeding Shorthorn cattle, we knew they were just as good and, in places, better than some Angus we have fed. We had no qualms about feeding them – Shorthorn cattle had proven their excellent eating quality, their performance in the feedlot and, at the end of the day, will fit the requirements for the brand.”

The initial program has been for milk and two-tooth steers, 380-500 kilograms at feedlot induction, and either pure Shorthorn or 75pc Shorthorn cattle crossed with British breeds, but Mr Woodham expected this would be expanded to heifers. The first of the product was processed in mid-February after 130-140 days on feed. To be eligible for the program the steers must be a minimum Aus-Meat marble score 2, which nearly all met. The carcases were aged before a range of cuts were trialled by chefs in food service. Mr Woodham says the beef has received excellent feedback. The first export product is expected to reach its destinations within the next fortnight.

Mr Woodham says the Thousand Guineas brand name references the price paid in 1810 for one of the Shorthorn breed’s early influential sires, Comet 155, equivalent to about $375,000 today.

“It highlights where the breed has come from and it is a great story signifying the first bull to break that record. Hopefully we will supply a product befitting the name,” he said.

Those interested in supplying the Thousand Guineas brand are encouraged to contact the Shorthorn Society of Australia or their local JBS buyer.