SHORTHORN commercial and stud producers have had their first taste of the JBS Thousand Guineas branded beef and they approve of the tender, tasty product.
A recent producers day held at Tamworth allowed nearly 60 producers from Central West NSW, southern Queensland and South Australia to see the branded beef in production and on the plate.
The event included a visit to Caroona feedlot, one of four JBS feedlots where Shorthorn cattle are being fed for the 130- to 140-day grain-fed line of beef.
Shorthorn Beef business and promotions manager Graham Winnell said the event was the first opportunity for many producers to try the product as it targeted the high end food service market in capital cities.
“It’s a program that plays to the breed’s strengths and that is its carcase quality,” Mr Winnell said.
“Thousand Guineas is a premium brand for the Shorthorn breed and this is an opportunity for the breed to have a direct connection now to the consumer.
“That first-hand experience tasting the meat is important for producers and it was very positive – it’s certainly a premium product.”
Cattle were first inducted into Prime City at Griffith, Caroona feedlot, Beef City at Toowoomba and Mungindi feedlot in September last year and processed in February.
Since the brand hit the market there’s been an overwhelming response from chefs – they’ve now got a point of difference, according to JBS Australia northern livestock manager Duane Woodham.
The brand takes its name from the foundation Shorthorn sire Comet 155, who sold in 1810 for a record price of 1000 guineas in Durham, England.
It has an Aus-Meat marble score of two and plenty of favour, Mr Woodham said.
“There’s a proliferation of Angus programs on the market so this lets chefs put something on new on the menu,” he said.
“It has a distinct flavour compared to other beef and the fat’s a bit creamier, which lends itself to a good overall eating experience.”
There are big benefits for producers selling into the brand, with the Shorthorn cattle attracting the same or better prices as Angus cattle.
To qualify for the Thousand Guineas brand, cattle need to be milk- to four-teeth, weigh between 380 kilograms and 500kg at feedlot induction and be either pure Shorthorn or at least 75 per cent Shorthorn crossed with a British breed. Producers – stud and commercial – also need to be registered with the Shorthorn society.
“There’s currently a five-cent premium over Angus cattle going into our feedlots,” Mr Woodham said.
