IT seems there is no stopping the RNA's Paddock to Palate competition. Beef from the innovative competition - and being marketed under the Royal 100 brand in the Super Butcher retail outlets in Brisbane and on the Gold Coast - is proving a smash hit with consumers.
Super Butcher managing director Susan McDonald said she was delighted by the reaction of consumers and the engagement in the beef-eating experience.
"We are telling the fabulous story of Queensland beef, and more importantly consumers are responding," Ms McDonald said.
"Brahman from central Queensland, Charolais from the Darling Downs, Angus and Hereford - this competition put the spotlight on the very best our incredible beef industry has to offer. As butchers we are delivering the provenance and stories that Queenslanders are hungry to hear and taste. The judges looked at everything from weight gain to 'eatability' - and now Super Butcher customers can judge the eatability for themselves."
Super Butcher bought the winning entrants from the Paddock to Palate competition.
The cattle were fed for either the 70-day trade competition or the 100-day export competition at Mort & Co's Grassdale feedlot at Dalby before being processed at JBS's Dinmore meatworks.
Three cuts are on sale: rump for $16.99/kg, porterhouse for $21.99/kg and rib fillets at $36.99/kg.
The entire consignment is expected to be sold by the end of the month.
The Paddock to Palate cattle were judged on their performance in the feedlot, commercial value at the meatworks, MSA grading and eating quality.
"It's a real credit to the breeders, Mort & Co, JBS and the RNA," Ms McDonald said. "Cattle from a wide range of different environments were brought together at Grassdale and absolutely incredible beef has been produced that is winning the hearts and minds of consumers.
"Consumers want to be engaged and they want to eat the stories about this wonderful product.
"This is exactly how producers can connect to the consumer through the butcher.
Ms McDonald said Super Butcher celebrated Queensland's beef industry each and every day.
"Our customers have come to expect the very high standards the industry delivers," she said.
"So our customers are very excited to put the Ekka judges to the test - and judge that eatability for themselves."