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.

Herefords 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 lauren@atron.com.au