MORT and Co, one of Australia’s largest producers of grain-fed cattle has launched its new range of beef products to be exported to markets around the globe under its new branded beef label.
Named ‘The Phoenix Range’ the branded beef collection was officially unveiled in Toowoomba on Thursday night.
The range includes five different beef brands, each produced under varying finishing conditions to provide a range of different eating experiences to meet the growing number of international consumer desires.
Tim Burgess, Sales and Marketing Manager at Mort and Co, said he was optimistic about the opportunity and scope that such a premium product has nationally and internationally.
“Consumers globally are becoming increasingly discerning about the food they eat – they want to know exactly what is in it, how it is produced and where it’s come from. It’s this philosophy that is within each of the five brands of The Phoenix Range,” Tim said.
“To be able to create such a premium product, right here in the south-east of Queensland is brilliant and we’re proud to be able to be contributing to the strength of the industry, not just in this region but the overall reputation of Australian beef being marketed to our customers worldwide,” Tim said.
Careful consideration is made around selected cut dimensions and weight of cattle incorporated in to The Phoenix Range of beef products, all using Meat Standards Australia (MSA) grading techniques for assured quality and excellence.
The range extends from pasture-fed cattle, young and tender 70-day grain fed beef ideal for retail and foodservice, cattle raised and finished on grain for optimal flavour and tenderness, hormone-free EU accredited beef through to 400-day grain fed and hormone-free beef from the finest Wagyu herds which presents a soft, sweet, marbled beef ideal for fine dining both in Australia and the international markets.
The Phoenix Range was developed with the consumer’s needs front of mind with a priority on producing premium, high value, safe and traceable beef.
The quintessential Queensland brand, Mort and Co was first established in 1843 by Thomas Mort as an auctioneering and wool brokering business.
In 1997, 150 years later, current CEO and ancestor of Thomas, Charlie Mort reignited the brand which is now synonymous with the development of refrigerated meat exports from Australia to the international market and remains a leader in the Australian beef cattle industry.
Mort and Co’s Phoenix brand was developed with support from Meat & Livestock Australia’s (MLA) Collaborative Marketing Program which enabled it to develop the Phoenix brand, build supply chain relationships and secure customers through restaurants and retailers in China, Korea, South East Asia, The Middle East, as well as Australia.
