JBS affirms position as leading branded beef marketer

JBS Australia has affirmed itself as the branded beef producer in Australia taking out a hat trick of gold medals and a champion ribbon at the Royal Queensland Food and Wine Show.

“No longer can the market consider us a commodity beef producer given our continued success at these and other coveted awards,” JBS Australia – Northern Commercial Manager, Brendan Tatt said.

Swift Premium, produced at the southern hemisphere’s largest meatworks, Dinmore, claimed first place in the grass fed MSA category when pinned against most of Australia’s leading ‘boutique’ grass fed beef brands.

Tender Valley Black Angus took out the Open Class, edging out a field of beef brands from across the nation. The flagship Angus brand is derived only from verified 100% pure black Angus cattle with a minimum 200 days on a specially formulated grain ration at Riverina feedlot.

Riverina Angus claimed gold in the grain fed class and also Champion MSA Branded Beef of Show for the second year running, with a score of 90 from a possible 100 – a score high enough that would have seen it claim a ribbon in the Wagyu beef classes!

“We might be the largest player in the industry, but we also have refined our craft to position us as a leader in the branded beef world,” Mr Tatt said.

“Half a decade ago we realized we could not be a successful business playing in the international marketplace competing on price, so we made some serious structural changes as a business and have focused on delivering an exceptional quality range of products that even the largest food service and retail chains around the world can rely upon.

“Gold medals like this don’t just fall from the sky. They take dedication from the entire supply chain to ensure that 52 weeks of the year our customers can rely on our brands to add value to their business and be appreciated by the consumer.

Riverina Angus and Tender Valley Black Angus are marketed domestically and in more than 20 countries around the world, regularly achieving premiums over local competitors for its consistent quality and reliability in supply.

Swift Premium is sold exclusively on the domestic market and is in hot demand by both the food service and retail sector for its reliable eating quality and smaller primals, allowing a thicker cut of beef whilst maintaining a manageable portion size.

All gold medal-winning brands will be on offer at the Royal Queensland Steakhouse at the Ekka in August 2018.

Source: JBS Australia

Featured Image: left to right:

Joanne Fricker, JBS Australia, National Digital Marketing Officer
Denis Conroy, JBS Australia - Northern, Business Development
Chris Miller, JBS Australia - Northern, Domestic Sales Manager
Renae Taylor, JBS Australia - Northern, Domestic Sales
Brad De Luca, JBS Australia, National Marketing Executive

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