HEREFORD producers are set to value add their cattle with the launch of two new beef brands early next year.
Hereford True Beef and Hereford Beef will cater for grassfed and grain-assisted purebred and British bred crosses with a 50 per cent Hereford component.
Eligible steers and heifers will be hormonal growth promotant free, have a hot standard carcase weight above 150 kilograms and be processed by Atron Enterprises, Casino, NSW.
On current grid rates, Atron will pay up to 400 cents per kilogram for a Meat Standards Australia graded grassfed steer (280-300kg HSCW, 5-22mm fat and 0-2 teeth) and up to 380c/kg for the equivalent heifer under the program.
The Hereford branded beef program will be launched in Sydney to wholesalers, retailers, chefs, restaurants and food media early next year.
It will be progressively rolled out to Brisbane and Melbourne markets.
The flagship brand, Hereford True Beef, is a grassfed premium purebred Hereford product destined for the high-end food service sector, and with a strong emphasis on primal or sub-primal cuts.
The brand is owned by Herefords Australia and processed under licence by Atron Enterprises.
Both Hereford and Hereford-cross cattle are eligible for Hereford Beef, the high quality volume mainstream brand.
Herefords Australia chief executive John McKew said cattle sourced for Hereford Beef required a minimum 50pc Hereford genetic content within a 100pc British breed cross.
“With an emphasis on grassfed, allowance will be made to accept grainfed animals within this brand but in a clearly differentiated manner,’’ he said.
The Hereford Beef brand is jointly owned by Herefords Australia and Atron Enterprises.
A separate skills-based advisory board, the Australian Hereford Beef Brands Advisory Board, was appointed to oversee the project.
Herefords Australia chairman Steve Reid said cattle involved in an introductory trial phase this month would be evaluated under the Hereford True Beef product specifications.
Mr Reid said a southern processing option was expected to be available within a year to complement Atron Enterprise’s northern footprint.
