NEW Shorthorn branded products from NH Foods are headed into China.
During the past 20 years the company has been supplying high quality long-fed beef products to the Chinese market.
The past two years has brought an appreciation for premium product that has led to more branded programs.
In response to this, NH Foods labelled products have been focused on Angus, Wagyu and more recently, Shorthorn.
Australian Shorthorn Weebollabolla Est. 1873 is a brand operated by Wingham Beef Exports, a subsidiary of the NH Foods Australia Group, in co-operation with the Munro family’s Weebollabolla Shorthorns at Moree.
NH Foods export sales manager, Andrew McDonald, North Sydney, said the Shorthorn product would provide niche buyers with a brand to use as a point of difference to Angus and Wagyu.
“As the company exports the full range of cuts we will target premium steak houses and high end restaurants, while some will target more affordable dining options,” he said.
“Branding adds value by pulling yourself away from standard commodity business focusing on attributes that better align with customers’ wants.
“Instead of price being the primary factor of purchase decisions, it’s about focusing on the underlying attributes of the brand to consistently deliver good eating experiences and satisfaction that keeps the consumer coming back.”
Market specifications for the Shorthorn branded product are breed content of 75 per cent and above, 200-days grain fed, nil to four tooth, 300 to 419 kilogram carcase weight and Meat Standards Australia graded.
“All cattle destined for the Chinese market must never have been treated with hormone growth promotants.”
NH Foods was working with Weebollabolla because of its history and knowledge of the Shorthorn breed.
“Weebollabolla feeds the cattle and supply them to Wingham for processing and export distribution,” he said.
Feedback data is collected on the carcases and used by Weebollabolla.
Customer demand for premium Australian product is continually good, with early feedback on the new Shorthorn brand positive with growth promising.
"Projections aren’t available as it is still early days, as we work out what volume we are able to regularly supply of eligible cattle as awareness of the brand and breed grows,” he said.
The Australia Shorthorn Weebollabolla product for now is a China-only program.
Feedback to bring genetic benefits
Since mid-2016 Weebollabolla at Moree has been feeding animals for the Australian Shorthorn Weebollabolla Est. 1873 brand.
Weebollabolla director, Jen Jeffreys, Dalgety, said all animals were their bloodlines. They purchase back clients’ progeny so all animals going into the branded product were the stud’s bloodlines
Ms Jeffreys said carcase feedback data was being collected with intent to use it for sire tracing and herd genetic improvement.
“It depends how much clients use our bloodlines but where we know they heavily use our genetics we will be able to DNA sire trace and use that for carcase data information
“This will give greater accuracy in estimated breeding values and assist in future genetic improvement.
“The key is that we are keeping it small enough to manage quality control but big enough to be getting some true and accurate data feedback to allow us to see genetic trends.”
The brand provided another marketing option for Shorthorns.
“We think the Thousand Guineas brand is a fantastic initiative and this is another option for Shorthorn breeders,” she said.
