JBS Australia has continued to expand upon its branded beef offer by announcing the launch of a new brand, “Hereford Boss”.
Underpinned by the highly regarded JBS Farm Assurance program, Hereford Boss will meet all carcase and raising claims made by the class-leading Great Southern brand with the addition of livestock being verified as containing 100% Hereford breed content.
JBS Australia Chief Operating Officer Southern, Sam McConnell, made the announcement yesterday while opening the “Yarram Park” on-property bull sale near the picturesque Grampians National Park.
“They key to delivering a successful brand is to recognise customer and consumer demand and match it with your ability to supply them with a consistent product 52 weeks of the year,” Mr McConnell said.
“The growth in consumer demand for beef products that meet the key raising claims our Farm Assurance Program guarantees is accelerating at a pace far greater than we ever expected,” Mr McConnell said.
“Consumers are willing to pay premiums for beef that is guaranteed to be grass fed for life, free of added hormones and absolutely never treated with any form of antibiotics, as well as numerous animal welfare and farm management practices.
“The growth in this ‘never ever’ category has been so strong it is almost what is simply expected within some market segments, so to bring the history, pedigree and well regarded eating quality of the Hereford breed in as a value-add to some of our key customers is something we see as an important stride in continuing to develop a demand-driven branded beef marketing strategy.
JBS Australia Livestock Manager Southern, Steve Chapman, said Herefords already constituted a significant portion of the Farm Assurance program and carcase data suggested that the opportunity market a Hereford brand was a way to further promote the breed and grow the supply base of beef underpinned by JBS Farm Assurance.
“When the Herefords Australia contacted us with the opportunity to develop a brand, we saw an upside in working with them to grow and promote the success of the breed through developing a brand that aims to capitalise on their strength both on-farm and in-plant,” Mr Chapman said.
“Herefords yield well, have excellent growth rates and have a great temperament to work with which all contributes to a high eating quality and easily marketable finished product.”
Hereford Boss will be marketed through the JBS Australia value chain with domestic food service and retail being a key target for the new brand.
“The eating quality of this product will allow us to comfortably place it into some of our food service and niche retailers across Australia and around the world,” JBS Sales Manager Southern, Robert Ryan said.
“Initially we will look to capital cities through our established supply chain linkages and across the likes of south east Asia and North America.”
CEO of Herefords Australia, Dr Alex Ball, said the development of the brand provided the opportunity for all Hereford breeders to focus on breeding and finishing Hereford cattle that met the demands of a very dynamic and highly innovative company in JBS Australia.
“It is an exciting time for the Hereford breed, and breeders in Australia when Australia’s largest processor has confidence and commitment to build a prestigious brand in “Hereford Boss”.
“JBS have recognised the ability of Hereford cattle to deliver consistent high quality beef to both the domestic and international markets. On behalf of Hereford breeders across Australia I would like to congratulate JBS Australia.”
To find out more about becoming an accredited supplier into the Hereford Boss brand, contact Steve Chapman on 0477 007 258
For More information contact:
Brad De Luca
JBS Australia
E: brad.deluca@jbssa.com.au
P: 0429 404 188
