Workshops target NSW Hereford branded beef suppliers

Jon Condon, 16/01/2015

THE roll-out of the new Hereford branded beef program has started, with a series of workshops scheduled across New South Wales next month designed to upskill potential suppliers.

HER002_HB Logo_Hrz_Col_CMYKHerefords Australia late last year announced the launch of its new commercial beef brands, Hereford True Beef (reserved for purebred cattle) and Hereford Beef (+50pc crossbreds).

It joins Angus and Wagyu as beef breeds making a serious attempt to link their breed names to a brand identity. Both programs are grassfed, HGP-free MSA-backed domestic and export weight descriptions, targeted at a range of food service, restaurant and retail customers. Click here to read Beef Central’s earlier brand launch story.

Initially, cattle will be processed through the Northern Co-op Meat Co plant at Casino for brand partner, Atron Enterprises, but Herefords Australia is confident of coming to an agreement over a second, southern processing facility within 12 months.

Atron and Herefords Australia will host four workshops during February, with guest speakers from Atron, MLA, AusMeat and Target 100.

The workshops will include:

  • An introduction to the Hereford branded beef program  – How to leverage the integrity of the Hereford breed to optimise profits and create increased demand for Hereford cattle.
  • How to become a supplier – Meet with the processor to understand livestock requirements and processing specifications. Find out how to capitalise on demand for Hereford and Hereford/British-Bred Cross cattle.
  • MSA Grading – Learn about MSA language and grading, how to avoid dark-cutters and improve MSA compliance.
  • AusMeat – Learn how to interpret AusMeat language and understand feedback to optimise performance.
  • Target 100 – Animal welfare and the environment. Are consumers concerned?

The workshops will be held at Wagga (Mercure Hotel) Monday 9 Feb; Bathurst (City Community Club), Tuesday 10 Feb; Barraba (Golf Club) Wednesday 11 Feb; and Glen Innes (District and Services Club), Thursday 12 Feb.

All four workshops will start at 10.30am, concluding at 4pm. Lunch will be provided.

RSVPs are requested for catering purposes- contact Lauren on 0447 002 505 or email




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  1. Warren Clark, 16/01/2015

    Great initiative. There is always room for an alternative in the market.

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