Grainfed beef showcase reflects industry’s surging momentum

The showcase panel session included lotfeeder Matt Luhrs from JBS Mingindi feedlot (right), JBS brand and marketing manager Michael Finucan (left), restaurant host Adrian Richardson and sixth generation beef producer Layla Wilson from Banana Station in Central Queensland

THE first of a series of grainfed beef showcases held at a top Brisbane restaurant last week underlined the momentum in grainfed beef production and export that’s happened in recent times.

In response to growing global demand for quality grainfed beef, Australian cattle numbers on feed hit another record high in the March quarter at 1.5 million head. In April this year, grainfed exports reached their highest ever monthly volume at 37,038t. Grainfed trade into the Greater China region is another stand-out, rising 41pc for the year to date to 57,524 tonnes.

The continued growth of China’s premium beef market, and Australia’s position within it, augers well for the Australian beef industry.

Hosted at high-profile chef, Adrian Richardson’s inner-city Brisbane restaurant, Bos, last week’s grainfed beef showcase was organised jointly by the Australian Lot Feeders Association and Meat & Livestock Australia, with product supplied by JBS Australia.

Titled ‘Meat the Maker,’ the event offered insight into the journey from paddock to plate, feedlot to fork. It featured a wide range of grainfed product prepared and presented in innovative and interesting ways, from Wagyu bresaola (finely sliced air-dried, cured eye-of-round), to Angus and Wagyu scotch fillet, dry-aged striploin on the bone and rump caps. Even the baked potatoes were cooked in Wagyu fat, washed down with a Wagyu bourbon cocktail.

Similar events are planned in other states.

The audience was a mix of prominent food industry personnel, mainstream media and social media ‘influencers’, restaurant industry personnel, grainfed beef industry stakeholders and the general public, who could purchase tickets for the tasting event.

A panel session involving lotfeeder Matt Luhrs from JBS Mungindi feedlot, JBS brand and marketing manager Michael Finucan, restaurant host Adrian Richardson and sixth generation beef producer Layla Wilson from Banana Station in Central Queensland attracted lots of inquisitive questions.

Some wanted to know about days on feed, and how it impacted beef quality. Others asked about what feedlot cattle ate.

Layla Wilson explained that weather and seasonal variability in Queensland made feedlots a critical part of supplying consistent high quality product.

“In the beginning, lotfeeding for my family was a drought mitigation strategy. But with market demands trending to higher quality and consistency of supply, we’ve found we are reaping a lot of benefits right along the production chain from lotfeeding,” she said.

“Our family business was originally zero grainfed, but now 75pc of the cattle we turn off go through a grainfed program. Every day for us is different, but animal welfare is number one priority – the cattle are our livelihood.”

Consistency is everything

The theme of the dinner was ‘The curious consumer,’ targeting people who like to cook with quality beef at home, or consume it when dining out, but aren’t really fluent in what they’re eating.

Host chef Adrian Richardson (keep an eye out for an upcoming podcast interview with Weekly Grill host Kerry Lonergan) said for his steak restaurant businesses in Melbourne and Brisbane, consistency was everything.

“Come in for dinner tonight, and again in a month’s time, the two steaks should be equally good. But beef is one of those items that does not come from IKEA – it’s always going to be a little different each time – that’s the nature of the product – but if you are using great brands that are consistently good, you just keep buying them,” he said.

Adrian said the average restaurant diner these days was a lot more knowledgeable and aware of beef products and the distinctions between them.

“They are genuinely interested in what we (collectively, beef producers, lotfeeders and restaurateurs) do. I would never have done it before, but now we put the beef brand name and where it comes from on the menu. This is interesting to the punter – they want to know more about the product and how it got here. When they see brand names they trust, they will go for that steak.”

“For us, we buy our wholesale beef supply on quality, not on price. We just want to know that when we order something it comes in, the eat-ability is going to be fantastic and it delivers every time. We’re not going to argue with our suppliers on price – for us, it’s all about quality, because we know the punter will always pay for good, consistent quality.”

“I’ve been in the kitchen for 35 years, and over that time, the quality of restaurant beef generally has improved dramatically – it’s incredible,” Adrian said.

“Restaurant customers once paid $15 for a steak on a plate. Now that price is often $80-$90 or more. That’s a lot of money, so we need to guarantee that it’s going to be the best steak they’ve had all year, and we need that dependability from the supply chain, to justify the price.”

Alternate cuts

Adrian said his venues were now using more cuts like the flat iron (seamed oyster blade).

“You’d never see that on a menu ten years ago. We do a bit of magic to it using a bonder, creating a beautiful round piece of steak. Using a high marbling score, it’s lush, delicious and very tender.”

“Oyster blade used to be a cut we would braise – cook the bejesus out of it until it was tender – but now, once the connective tissue is seamed-out, it’s a cut worthy of being seared, rested and carved. Rump cap, flank steak and englet are others being seen more often in menus.”

With grainfed, and particularly certain breeds like Angus and Wagyu, that tenderness in those lesser well-known secondary cuts was guaranteed he said. “You can’t sear an oyster blade form an old cracker cow.”

“Today’s Australian feedlot industry is consistently producing great, flavourful, succulent juicy beef – and that’s what its all about in the restaurant industry.”

What’s the typical keen restaurant diner looking for in beef in 2025?

Among those who bought tickets to the event were a middle-aged Brisbane couple – obviously well-heeled professionals, regular restaurant-goers, living in the inner city area. Sitting near us, they provided an interesting snapshot of consumer perceptions (at least among those eating out at better quality restaurants) about grainfed beef, the way it is produced, and its social license.

Three or four things stood out among their comments during our conversation:

Quality over quantity: Both were keen red meat eaters, and often preferenced it on a restaurant menu when dining out. Portion size was a consideration – they no longer sought-out a 400g steak, but were satisfied if it was half that size at the same price – provided it delivered a great eating experience. Age also had something to do with it.

Provenance and traceability were valued features, but did not really come into their purchase decision-making process. Their overwhelming priority was quality product, well-handled in the kitchen.

Carbon footprint: Did not come into their considerations, They clearly trusted the industry to ‘tick all those boxes’ but showed little or no interest in the detail around methane or carbon footprint. While they showed curious interest in the announcement made earlier in the day that the calculated carbon footprint of grainfed beef has been adjusted dramatically downwards, they did not see this as a key selling point when checking out a menu.

Price: While they were clearly aware of rising prices for quality red meat, they did not see this as a deterrent, either at home or when eating out. Again, consuming smaller serve sizes, negated some of this.

The quote of the night? “Bacon is the duct-tape of the restaurant kitchen,” host Adrian Richardson stated, when describing the night’s menu detail to the audience. “It just makes everything work better.”

Here’s some pictures from the event.