An enthusiastic group of Shorthorn breeders gathered in Wagga Wagga to enjoy steaks produced under the Thousand Guineas brand, and to hear the latest developments for the initiative.
Brands deliver to critical specifications and reduce risk, according to Shorthorn Beef, Business and Promotions manager, Graham Winnell.
“This allows brands to extract further value for both brand owners and end users,” Mr Winnell said.
Meat and Livestock Australia, analyst, Jarrod Lees told the audience quality control is improving the demand for the beef Shorthorn breeders are producing.
“MSA underpins 140 brands, and the Thousand Guineas brand ensures consumers get a consistent cut of beef,” he said.
JBS have partnered with Shorthorn Beef to develop the Thousand Guineas brand through their feedlots, and Emily Perkins, Prime City Feedlot at Tabbita said JBS were proud to be associated with Thousand Guineas brand.
