This premium now equates to an extra $45 per head on a typical 450 kg Shorthorn feeder steer.
The Thousand Guineas brand continues to grow demand in the retail space on the back of the excellent eating qualities the brand offers.
Feedback from chefs and consumers provides an insight into consumer appreciation of the extremely consistent flavour and tenderness from the Thousand Guineas brand, qualities that are essential to ensure that beef brands deliver premium eating quality
to meet and exceed consumer expectations.
Whilst the Thousand Guineas brand and the Shorthorn breed both won their fair share of accolades in 2017, one of the driving factors for both has been demonstrated in the average MSA Index Scores for the Shorthorn cattle.
Based on approx 8,500 head of Shorthorn feeders fed for Thousand Guineas and processed in 2016-17, the MSA Index Scores puts the breeds average performance well inside the top 20% of the Australian Beef industry. Given the MSA Index Scores are designed to reflect consumer based eating quality, it is no surprise to see that both the objective eating quality measurement and the consumer feedback are so closely aligned.
With carcass data from Thousand Guineas cattle now entering into Shorthorn Breeedplan, the opportunity to continue to improve and refine the eating quality of the Shorthorn breed has also never been greater.
Underpinning the premium returns for Shorthorn producers is their participation in the high quality and dedicated JBS Australia Shorthorn based supply chain. Maintaining premium returns requires more than just a premium product, it also requires the effort and professionalism of the entire supply chain from sourcing, feeding and processing Shorthorn feeder cattle, to ensuring the delivery of the quality product and consistent messages to the retail industry.
For those Shorthorn producers who have already supplied feeder steers to the JBS Australia Thousand Guineas brand, contributing to this dedicated supply chain is also assisting the Shorthorn breed to build its reputation as a premium eating quality product in high end dining establishments, both in Australia and Internationally.
For those breeders looking to market their eligible Shorthorn feeder steers this autumn, the JBS Australia Thousand Guineas brand is more than a developing market, it is also offering premium returns, so make sure you contact your nearest JBS Australia livestock buyer.