CERTIFIED Australian Angus Beef (CAAB), Riverina Australian Angus Beef, Black Market... the list of Angus branded beef products goes on.
But who underpins and certifies what is truly an Angus animal for the processors of these brands?
CAAB and Angus Pure, processed through Thomas Foods International, is a long term Angus brand that is owned by Certified Angus Group Pty Ltd (CAG), a subsidiary of Angus Australia.
CAG and Angus Australia are working towards shifting the emphasis on being a brand owner to a brand supporter.
Angus Australia chief executive officer Peter Parnell, Armidale, said the group was working towards growing its involvement with other processors in breed verification, through Angus Breed Verification Pty Ltd, another subsidiary of Angus Australia, and quality assurance (QA).
“Processors want to know that the beef products they are marketing as Angus are in fact Angus,” he said.
“We currently have Angus breed verification and QA processes in place for some processors of Angus brands.
“But the objective of CAG moving into the future is to work with a greater number of processors and brands to ensure the integrity of Angus beef products.”
This initiative to increase involvement comes from feedback throughout the supply chain and includes negotiations with several processors, including Agrifoods Global, which deals with sourcing Angus beef for McDonald’s.
Recently returned from the World Angus Forum, held in Scotland last month, Mr Parnell believes the major benefit we have in Australia is that our beef brands are underpinned by Meat Standards Australia.
“With the increase in price at the consumer end, consumers want to be assured of the quality they are receiving,” Mr Parnell said.
“Branded Angus beef products, combined with our verification and quality assurance, continues to ensure consumers know the products they are buying are of a higher quality.”
Mr Parnell said there was greater interest globally in Angus brands because consumers know the quality they are getting.
“All Angus brands are growing on a global scale, which is positive and a reflection of greater appreciation of quality rather than quantity,” he said, but added Australia was the only country where the breed was working with a range of independent brands.
The ability to work with independent brands was enabled by the member-owned verification arm, CAG.
By working with a wider range of brands, Angus Australia and CAG, will be supporting other Angus brands, as well as promoting and marketing their own.