Charbray Society partners with JBS for branded beef field to fork campaign

JBS Australia manager-livestock feedlots Jason Carswell said the cattle involved in the project will be packed into one of JBS' most recognised brands, Beef City Black.

"With Beef Australia, it was a good opportunity to work with the Charbray society and feed their cattle so the society could showcase their breed," he said.

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"Charbray beef that is packed under the Beef City brand will be served in a selection of venues during Beef and also can be purchased through Yeppoon Central Meats."

The cattle will be fed for a minimum of 100 days, with a minimum marble score of 1 plus required to meet Beef City Black specifications.

Charbray Society of Australia president Matt Welsh said the field to fork branded beef promotion was a project they had been working on for a while.

"The concept was born following on from the breed being involved in several successful promotions over recent years that have proven Charbrays' ability to consistently grade MSA and direct consumer eating quality feedback from wins at the Norman Hotel's Best Breed Competition and Keppel Bay Sailing Club's BBQ Cookoff," he said

The first round of cattle for the brand were drawn from Rosewood Charbrays, Morinish, and Wattlebray Charbrays, Chinchilla, Qld, with more breeders interested.

"We've got a long list of Charbray breeders who are keen to supply cattle and join our Field to Fork promotion. It's an exciting opportunity and a great partnership with JBS," Mr Welsh said.

Rosewood Charbrays' Paul Connor said it was a timely opportunity.

"We normally sell directly to the meatworks but because of the shorter season, this provided an attractive option for us to supply the heavier end of the feeder market," he said.

"This is a good way to see how your animals actually stack up... I think it's a great initiative."

Beef City Black utilising Charbray cattle will be available during Beef Australia 2021 and served up at participating restaurants across Rockhampton, including at the Charbray Society's Charbray and Champers dinner at Cocobrew.

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