Spring Angus: Family business behind new verified black Angus brand Three Creek Beef

Rob and Jo Finlayson and Paul and Clare Wilkinson are responsible for the latest verified Angus brand through Angus Australia, Three Creek Beef.

All partners bring different skills to the business. Rob's the producer, Jo's background is in accounting, Clare's background is as a lawyer and Paul handles the sales and marketing.

The operation is based at Armidale, where weaners are backgrounded for John Dee's Yarranbrook feedlot, Inglewood.

Steers are fed for 150 days before being processed through John Dee at Warwick, with the beef exported from the Brisbane Port.

Three Creek Beef was established at the beginning of 2016.

"Rob was producing feeder steers, but he didn't know what happened to those once they left the farm, so we made the decision at the end of 2015 to go into branded beef," Mr Wilkinson said.

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"We did a lot of research during that period and for us it made sense to export as the domestic market is very competitive. It was easier for us to break into the international market with a new product."

The research paid off, but the new business still came with plenty of challenges.

The team has worked hard to build relationships throughout the export supply chain, Mr Wilkinson said.

"For us, moving into a new market, finding a good distribution partner was critical, along with working out how we fit in that market, and if we're developing a product, whether we go grass-fed, or grain-fed," he said.

The export market to China developed quite quickly. Beef is sold to restaurants and supermarkets through a local distributor.

"Initially we had a trial to understand how the market works," Mr Wilkinson said.

"For us to develop the brand, it was hard for our partner in China to push the product without having enough supply, so we've gone to our current export numbers and we'll probably sit at that mark for a while."

Most of the cattle come from the New England region which has been hit hard by drought, but Rob has been able to purchase cattle from breeders in northern NSW which haven't been as affected.

"At the moment most steers are going straight into the feedlot, but in a good season they'll be on pasture until about 450 to 500 kilograms. We tripled our output at the worst time in November last year, but we'll be in a good position once the drought breaks."

Mr Wilkinson said they decided to go with 100 per cent Angus genetics to meet demand for high quality marbling beef, but also to find a point of differentiation in the market.

Under the breed society's Verified Black Angus Beef Brand program, Three Creek Beef works closely with Angus Australia to promote and verify pure Angus beef.

"The verified program with Angus Australia puts us at that different level as well, because it's a mark of quality.

"Angus Australia is working on the education side as well, and we've got constant communication about Angus cattle, and the way they're raised and fed."

Only steers go through the Three Creek Beef program in Armidale, NSW, to ensure consistency, and they're between milk and four-tooth, but predominantly milk to two-tooth, Paul Wilkinson said.

Part of the team's quality assurance program involves using low-stress stock handling practices on the weaners at the farm. Those methods are continued at the feedlot and processor to ensure the eating quality of the product.

Being fed for 150 days gives the steers the required marbling for the customer.

"When we first moved into a market we had to understand how we would fit and look in that market and 150 days was a good fit," Mr Wilkinson said.

Once the current drought does break, the Three Creek Beef brand could be in a position for growth, with more opportunities to open up domestically and in other international markets.

After the initial heightened cattle market immediately after drought, prices cattle and feed should also stabilise, cutting costs for the family business.

"Then we can focus on other opportunities in both export and domestic markets," he said. "At the moment some cuts that don't suit the Chinese market go domestic through wholesale distributors, but there could be more opportunities if the seasons improve."