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Both Australian and overseas markets are seeking consistency when it comes to taste and tenderness, and branded beef products are filling this demand.
InvestorTV spoke to Australian Agricultural Company’s Patrick Dempsey, about the evolution of AAco’s flagship branded product, 1824 Beef.
“Fifteen years ago we started to produce a breed of high quality beef and we’ve been able to produce about 25,000 head of those cattle last year and we’ve elected to brand those particular carcases and take them all the way through to market.” Mr Dempsey said.
“We’re a farmer who’ve backed ourselves, and are putting a high quality MSA-graded beef product on the table.”
Bred specifically utilising genetics from Santa Gertrudis, Angus, Charolais and Senepol cattle, 1824 Beef is underpinned by the Meat Standards Australia quality system, so providing it’s cooked correctly, it’s guaranteed to be tender. The product is fully traceable from paddock to plate.
After winning the Red Meat Innovation Best Branded Beef Award three years running from 2004 through 2006, 1824 Beef picked up another significant accolade in 2007.
“We wanted to take our brand further into the NSW and Victorian markets and we entered it into the Fine Foods competition at the Sydney show and we achieved that year, 2007, what was the highest recognition for grain fed beef,” Mr Dempsey said.
“From our company’s perspective it meant a lot to us because there’s been this view that the cattle in the north aren’t as tender as those in the south and our company, really over the last 12 to 15 years, has been directing our efforts to producing high quality beef and to be able to win a prestigious award or to be able to gain that recognition in that market means a lot to us.”
Branded beef products make up only small percentage of Australia’s $4.9 billion a year export market. Consistency of product quality has been the cornerstone of getting branded beef into overseas markets. Last year, of the 25,000 head of cattle produced for 1824 Beef, 44 per cent of the end product went to export markets in Asia.
“We’re moving into Indonesia, we sell our beef in Korea,” Mr Dempsey says.
“Our 1824 is a branded beef in Hong Kong, so we’re slowly starting to penetrate these markets as a branded beef. It’s also available in 85 Woolworths supermarkets throughout Queensland. Globally there’s a requirement to have consistent quality, healthy, traceable beef and 1824 ticks the box in all those areas.”
InvestorTV spoke to Australian Agricultural Company’s Patrick Dempsey, about the evolution of AAco’s flagship branded product, 1824 Beef.
“Fifteen years ago we started to produce a breed of high quality beef and we’ve been able to produce about 25,000 head of those cattle last year and we’ve elected to brand those particular carcases and take them all the way through to market.” Mr Dempsey said.
“We’re a farmer who’ve backed ourselves, and are putting a high quality MSA-graded beef product on the table.”
Bred specifically utilising genetics from Santa Gertrudis, Angus, Charolais and Senepol cattle, 1824 Beef is underpinned by the Meat Standards Australia quality system, so providing it’s cooked correctly, it’s guaranteed to be tender. The product is fully traceable from paddock to plate.
After winning the Red Meat Innovation Best Branded Beef Award three years running from 2004 through 2006, 1824 Beef picked up another significant accolade in 2007.
“We wanted to take our brand further into the NSW and Victorian markets and we entered it into the Fine Foods competition at the Sydney show and we achieved that year, 2007, what was the highest recognition for grain fed beef,” Mr Dempsey said.
“From our company’s perspective it meant a lot to us because there’s been this view that the cattle in the north aren’t as tender as those in the south and our company, really over the last 12 to 15 years, has been directing our efforts to producing high quality beef and to be able to win a prestigious award or to be able to gain that recognition in that market means a lot to us.”
Branded beef products make up only small percentage of Australia’s $4.9 billion a year export market. Consistency of product quality has been the cornerstone of getting branded beef into overseas markets. Last year, of the 25,000 head of cattle produced for 1824 Beef, 44 per cent of the end product went to export markets in Asia.
“We’re moving into Indonesia, we sell our beef in Korea,” Mr Dempsey says.
“Our 1824 is a branded beef in Hong Kong, so we’re slowly starting to penetrate these markets as a branded beef. It’s also available in 85 Woolworths supermarkets throughout Queensland. Globally there’s a requirement to have consistent quality, healthy, traceable beef and 1824 ticks the box in all those areas.”
