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Beef City branded beef gets top gong

BEST BEEF: Beef City plant manager Justin McCormick with cartons of Beef City product which was awarded at the 2016 Australian Fine Food Awards.
BEST BEEF: Beef City plant manager Justin McCormick with cartons of Beef City product which was awarded at the 2016 Australian Fine Food Awards. Contributed

JBS Australia's globally recognised Beef City Black beef brand has been named Best Branded Beef product at the 2016 Australian Food Awards, conducted by the Royal Agricultural Society of Victoria.

The overall Best Branded Beef award was announced after Beef City Black was named Best in Class and awarded a gold medal in the first round of judging of the competition in July, scoring a near perfect result of 95 out of a possible 100 points.

In a unique twist, all beef exhibits competed in a single class at this year's awards, meaning Beef City Black outperformed not only the other grain fed products, but also MSA-backed grass fed brands and all Wagyu beef products.

Exhibits were judged by a panel of experts against the criteria of visual, tenderness, juiciness, flavour and overall liking.

JBS Australia's commercial manager - northern Brendan Tatt said the award was recognition of the quality of livestock procured for the Beef City facility near Toowoomba and the never-ending quest for perfection by the feedlot and processing staff.

"This year represents the 40th year of operation at Beef City, so recognition of this calibre is perfect timing as we celebrate this magnificent milestone,” Mr Tatt said.

"With a processing capacity of almost 1000 head of cattle per day and specialising in producing only high quality grain fed beef, that is the equivalent of about 250 tonnes of beef or 1.2 million meal portions... every day.”

The majority of the Beef City production is packed into Beef City Black or one of the other well known brands such as Pure Prime, AMH and Your Choice.

The facility also produces some exclusive brands for large scale importers in Japan. About 90 per cent of the Beef City production is exported.

"Key markets for the Beef City Black brand include Japan, Korea, Hong Kong and the Middle East,” said Mr Tatt.

"Of course, the domestic market is also very important to Beef City Black, with many of the steak cuts sold under brand in high end restaurants, steakhouses and butcher shops all over Australia.”

Mr Tatt said having Beef City Black being recognised as Best Branded Beef product rounded out a stellar showing by JBS Australia at recent branded beef awards.

"It just goes to show that the large volume players can also produce an artisan product that can be relied upon for not only availability, but the highest standard of eating quality”, he said.

Topics:  beef city jbs australia


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