While demand for Shorthorn cattle is increasing across the board, the breed has never had an opportunity such as the JBS Australia Shorthorn breed brand before
The first pen of Shorthorn steers was processed for the JBS Australia Shorthorn breed brand last month.
The group of 298 steers was processed at the JBS plant, Riverina, performing admirably for the minimum marble score 2 program.
The JBS Australia program, which requires 350 head per week, has been sourcing minimum 75% Shorthorn content steers since late September last year, with several thousand Shorthorn steers now on feed for the program. Steers are fed for 140 days and require a minimum Ausmeat marble score 2 to be eligible for the program, with the branded product destined to satisfy the high-end market.
Intake for Shorthorn steers into the JBS Australia Shorthorn breed brand occurs at one of four major JBS Australia feedlots – Beef City (near Toowoomba), Mungindi, Caroona and Prime City (near Griffith).
Based on current grid prices offered for cattle, the Shorthorn price for eligible steers between 380 and 500kgs is running at equivalent or better prices compared to all other breeds in the corresponding weight range, demonstrating JBS Australia’s commitment to the Shorthorn breed brand.
“This is a tremendous opportunity for the Shorthorn breed, but we also need to be sure that we match the commitment made by JBS Australia,” Business and Promotions Manager for Shorthorn Beef, Graham Winnell, said.
“This product will be identified and marketed as a high-end eating experience for consumers both in Australia and internationally. Importantly for the breed, it will be identified as Shorthorn, meaning that every time a consumer has a positive experience and demands more, he or she will be demanding more Shorthorn product.
“This is an important time in the Shorthorn breed’s 216-year history. While demand for Shorthorn cattle is increasing across the board, the breed has never had an opportunity such as the JBS Australia Shorthorn breed brand before. It is critical that as a breed, we continue to support this program, both in terms of quality and quantity of cattle supplied.
“The future for the Shorthorn breed will be very much dependant on how we choose to build it. This program provides an opportunity to build an extremely bright future for the Shorthorn breed, provided that we support it now.”
Suppliers to the program are required to be registered as suppliers with Shorthorn Beef, as part of the brands verification process. Registration forms are available from the society website or the by calling Shorthorn Beef office. Registration only takes a few minutes and can be completed over the phone. Each registered supplier will be issued with a supplier number, which needs to be added to question 9 on the NVD form, which goes with the cattle to JBS Australia.
Whilst the brand name for the new JBS Australia Shorthorn product has not yet been announced, producers can expect to see the official release over the next weeks.
“It is an exciting time – the brand will not only deliver an eating quality experience but also will begin to tell the Shorthorn breed’s story to the rest of the world, “ Graham Winnell said. “Shorthorns have a rich heritage that is unique in the world and one that consumers will be able to readily identify with. This is an outstanding feature and strength of the breed.
“There is no other breed that compares with Shorthorns in the Australian landscape, an outstanding combination of performance and history. Now the future is very much in our hands – we need to be sure we grasp it and take the brand to new heights.
“Programs such as the JBS Australia brand create opportunities that rarely are offered, Graham Winnell stressed. “We need to be sure that we maximise this exciting opportunity.”