JBS launches new Tassie beef brand through Coles

Jon Condon, 04/05/2016

JBS Australia will this week launch a new Tasmanian grassfed brand exclusively for Coles supermarkets retail outlets in Victoria and Tasmania, specifically aimed at the growing demand for grassfed beef free of added hormones, antibiotics and GMOs.

Capitalising on the already high perception of Tasmanian produce, Three Islands Beef will be derived from the well-regarded and third-party audited JBS Farm Assured quality assurance program, which underpins other JBS brands including Great Southern and King Island Beef.

3 islands first production3The Three Islands branded beef will be produced at JBS’s Longford plant near Launceston.

The new brand will complement the existing suite of premium natural branded programs such as Great Southern, which has gained considerable momentum globally over the past three years, and the well-established King Island brand which is seeing strong growth in high-end food service channels both in Australia and overseas.

In announcing the new brand this week, JBS Southern chief operating officer Sam McConnell said the new brand had been in development for more than two years and reflected the clean, fresh and full-flavoured nature Tasmanian products were known for.

Fixed unit pricing

“We know there is a strong demand out there for high quality, consistent and ethically farm-raised produce such as Three Islands Beef,” Mr McConnell said.

“There is a lot more to this brand than a flashy label,” he said. “We have married-up consumer insights from independent and industry reports to find out exactly what it is the modern consumer is looking for. We have worked hard with our partner (Coles) to deliver a strong and diverse product range. And we are also proud to announce that most of the range including steak cuts will be sold as fixed-unit pricing.

“Most of all though, we’re proud to deliver a 100pc Tasmanian brand that promotes the wonderful work that is being done each and every day, rain hail or shine, by the farmers who raise the livestock for the brand. Without their full commitment, this brand wouldn’t be possible.”

Consumer testing leads to producer identity in packaging

Mr McConnell said JBS had conducted extensive label testing with consumers to find out what they were looking for when purchasing beef and developed a product, range, brand story and packaging design around the findings.


Click on image for a larger view

“Gone are the days where a brand manager would simply come up with a fancy-looking carton lid and expect to command a premium in the marketplace,” he said.

“Today, you need to understand consumer behaviour and involve them on the journey from paddock to plate so they feel like they are a part of the story.”

“Three Islands Beef is proudly 100pc Tasmanian, sourced from the three main beef producing islands of the Apple Isle – King Island, ‘mainland’ Tassie, and Flinders Island – and meets all the requisites of our JBS Farm Assurance program including full traceability back to birth, on-farm management and premiums paid to the livestock producers who supply cattle into the program,” Mr McConnell said.

The Three Islands Beef range being rolled-out from this week in Coles outlets in Victoria and Tasmania will include eye fillet steak, porterhouse steak, rump steak, oyster blade, stir fry, mince and a sausage offering. The packaging will feature some of the cattle producers from Tasmania that supply livestock into the program.

“This is a brand that is about promoting the whole of Tasmania and their world-class farming community,” Mr McConnell said.




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  1. Darryl Stevenson, 28/04/2022

    After viewing how unethical JBS Meats are, who own so many companies, I personally will not be buying their products. I’m back to the old fashion butcher who will hopefully know where their meats originate if the meat comes from persons of integrity.

    • Helen Allen, 01/05/2022

      I agree.I will only support my local butcher from now on as he is prepared to be accountable for what he sells. Coles Woolworths Aldi etc need to realise that consumers require an ethical approach to prevail across the food supply chain.

  2. John, 31/05/2019

    Where can I buy your product in Goondiwindi Qld please

  3. lee tegg, 15/07/2017

    your fillet steak is just beautiful to eat/ it is a shame that coles stores in our area does not stock it anymore due to stealing/ can you let me know where i can buy it.

  4. Linda Summerfield, 20/04/2017

    I recommend Three Islands Tasmania Beef Sausages..yum

  5. Arvind Kumar, 28/03/2017

    Three Islands eye fillet steak is simply juicy,tender and delicious
    Go Tasmania 🙂

  6. Phil Gubby, 11/02/2017

    Just ate some steak from Killara scotch fillet from Coles, magnificent will be buying again.

  7. Linda Cornford, 03/02/2017

    Just love the natural grass fed beef. One thing puzzles me however. The majority of recipes require 500g of meat whilst your packs are only 400g. Are you planning on selling 500g in the future?

  8. Rachel Phillips, 21/01/2017

    Hi just wondering if your products are halal certified? Would appreciate your feedback.

  9. Sharon Forbes, 04/01/2017

    I would like to know please if the meat is halal certified, I would greatly appreciate a reply thank you

  10. Jill Hanley, 30/11/2016

    Congratulations as its not easy these days to purchase a quality cut of meat at an affordable price, we love your Coles $10 Porterhouse pack, it’s great value and I’m a repeat customer!

  11. Rivka Pestun, 11/10/2016

    Hi. I didn’t eat such a yummy beef for years. And I made my choice accord the written stuff : no hormones, no antibiotics, no GMO… Great. Even more yummy when you realise this….Thanks a lot

  12. Gerry Deveney, 19/06/2016

    Just had Flinders Island Porterhouse got to be the best Supermarket Steak we have ever eaten ,at $10.00 each we were a bit worried however you do get what you pay for eh!!
    Will buy again.

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