Since kicking off last September the JBS Australia owned Shorthorn branded beef product “Thousand Guineas” is starting to become extremely popular among leading chefs around the country.
With Shorthorn cattle well known as one of the proven British breeds in Australia for grainfed marbling based programs, Shorthorn Beef Australia has worked closely with JBS Australia to sure up supply of a consistent flow of around 350 head per week of Shorthorn cattle to the JBS Australia owned feedlots in southern Queensland and NSW.
The cattle are then grainfed for around 130 days to target an MSA Grade and a minimum Aus-Meat Marble Score 2 for the branded product.
The Thousand Guineas program is unfolding as a premium market for Shorthorn feeder cattle
- Graham Winnell
Shorthorn Beef Australia’s Business and Marketing Manager, Mr Graham Winnell, who was at a brand networking event at the award winning, Regatta Hotel in Brisbane last Thursday, said that the breed has been in Australia for over 200 years and that the many loyal Shorthorn breeders have been excited and very proud with the work that JBS Australia has done in developing and launching the breeds first branded beef product.
“What we have now seen with the “Thousand Guineas” program is that JBS Australia has worked with Shorthorn breeders and given them the feedback that if supply is consistent week in week out, a premium breed based brand can be developed,” Mr Winnell said.
“The Thousand Guineas program is unfolding as a premium market for Shorthorn feeder cattle.
“Feedback for producers is guaranteed through the JBS Australia system and ultimately the program connects the Shorthorn breed with the consumer at a premium level, which provides the best level of demand and feedback for the breed.”
Combined with the current up lift in the cattle market and the “Thousand Guineas” branded product demand, Shorthorn Beef Australia have reported mounting enthusiasm within the Shorthorn breed, with record prices paid over the last 12 months across all categories.
Currently the 2016 Shorthorn bull sale volumes have increased by 22 per cent on 2015, whilst bull sale averages have also increased 28pc on the 2015 returns.
