The launch of JBS Australia’s newest beef brand, Hereford Boss, is one of the most significant milestones for the breed in modern times, according to Herefords Australia.
The grass fed brand, underpinned by the JBS Farm Assurance program, was officially launched this week by JBS Australia chief operating officer Southern, Sam McConnell.
Hereford Boss will meet all carcase and raising claims made by the JBS Great Southern brand with the addition of livestock being verified as purebred Hereford.
Featuring hormone growth promotant and anti-biotic free beef, Hereford Boss will be marketed domestically and internationally through the JBS value chain.
Initially, the brand will be rolled out in food service and niche retailers in Australian capital cities, followed by south-east Asia and North America.
Herefords Australia chairman Pat Pearce said Hereford Boss was a significant milestone for the breed in modern times.
“It is a huge vote of confidence in the Hereford breed and gives commercial producers another marketing option,’’ Mr Pearce said.
“Hereford cattle have proven their carcase quality in grass fed trials within the Beef Information Nucleus project, with cohort steers grading 60 plus on the MSA (Meat Standards Australia) Index.
“We look forward to co-operating with JBS in delivering a high quality grass fed product.’’
Mr Pearce said the brand gave commercial Hereford producers from Tasmania to Queensland the opportunity to supply cattle.
“It is terrific for the future for the breed and all we have to do is get in there, have a go and take notice of the scientific results coming through on carcase and eating quality,’’ he said.
According to JBS Australia, Herefords already constituted a significant portion of the Farm Assurance program.