JBS Australia’s transition from commodity beef processor to branded beef marketer has taken another step in the right direction with the global producer taking home 10 of the 15 beef categories at the Royal Queensland Food & Wine Show Branded Beef awards held in Brisbane last week.Steve Groom, the company’s Livestock Manager – Northern, said everyone involved in the branded programs should be proud of the medal haul. “As the largest processor of beef in Australia, we can’t afford to get anything wrong”, Mr Groom said.
“Of course livestock procurement, feed-lotting, processing, sales, marketing and logistics teams should be proud of these achievements, but we could not have achieved these results without the exceptional efforts of our livestock producers across the country. Mr Groom said his livestock buyers maintained ‘farm gate’ relationships with cattle producers to source the most suitable livestock to fit into the company’s brand programs. “We see this as a partnership. We share information with our suppliers so they maximize their revenue by aligning with our brands. If it wasn’t for the farmers, our feedlots and abattoirs would be a large set of empty cattle yards and sheds’.
The recently launched Thousand Guineas Shorthorn Beef was also a big winner, taking the bronze medal. “We developed the Thousand Guineas Beef brand in conjunction with the two leading Shorthorn cattle societies and some of our key end users”.
Mr. Brendan Tatt (Commercial Manager Beef Northern) said “We had lots of chefs explaining to us that while they enjoyed the consistency and eating quality of Angus beef, they wanted to try something different that had a strong story and unique brand”. “The Shorthorn societies were critical in establishing the brand and are major partners in the growth and success of Thousand Guineas Shorthorn Beef. Chefs continue to tell us that the brand is strong and has an easy story to tell while also backing up with a superb eating quality”.
The Thousand Guineas brand story references the sale of a bull, Comet in 1810 at the Brafferton sale for a world record breaking 1000 guineas that would go on to form the foundation of the Shorthorn breed. To maximize their success in branded beef marketing JBS has placed in-market specialists in Japan, Korea, the Middle East, the US, Europe and China to better service their customers and also to relay critical market information. They have also recently appointed a domestic focused Business Development Manager who forms downstream relationships with restaurants and help them access the large JBS brand portfolio through their preferred distributor.
“We will continue to evolve our business and brand programs to strategically align the supply capabilities of Australia with consumer demand around the world” Mr. Tatt said.
“We will continue to forge strategically beneficial relationships and establish demand driven beef brand that best positions us to return maximum value to the producers to help ensure the farming community remains economically sustainable well into the future”. Mr Groom added his team was always looking to expand upon their supply network in order to support the growth of the branded beef business and encouraged producers to contact their nearest JBS buyer in order to find out more about the company’s branded programs.
(This article is an adaptation of part of a news article published in The Land on 18 May 2017)