Bindaree revamps beef brands to better align with consumers

Beef Central, 23/10/2018

NEW South Wales beef processor Bindaree Beef Group has launched a new premium beef brand, called Bindaree. The consumer-focused brand is the first to be released as a part of the company’s new brand strategy which has been in development over the past 12 months.

With a focus on simplifying the BBG supply chain and developing products that meet core consumer needs, the strategy is designed to deliver better outcomes for BBG’s customers, their customers and ultimately the consumer.

Bindaree replaces the current BBG brand portfolio and is a brand built from the ground up using insights derived from a comprehensive consumer research project. One of the key outcomes of this research was understanding what consumers are looking for when purchasing beef. It was clear from the results that beef needs to deliver quality flavour and that’s what Bindaree sets out to do.

Acting as a master brand, Bindaree includes a core tasty and tender range alongside a select Bindaree Angus range and the specialist Bindaree Dry Age range.

With the tagline “Not all beef is created equal,” Bindaree is sourced from 100pc Australian cattle raised on grass and then fed grain for an ‘exceptional flavour experience.’ With the consumer squarely in mind, the brand is MSA graded for a consistently tender eating experience with comprehensive brand support to help consumers buy, prepare and cook the range of delicious products.

Groups sales & marketing manager Andrew Simpson said the new long-term brand strategy put the consumer at the heart of everything Bindaree did.

“We identified that no matter whether people lived in Sydney or Shanghai, they list flavour and quality at the top of their list for what’s important when they are buying beef – not raising claims. So we made sure we built a brand that 100% delivers that.”

“We are excited to launch this flagship brand and share our range of unique products with consumers all around the world.” Mr Simpson said.


Tomorrow: Bindaree’s Andrew Simpson outlines what’s behind the company’s beef brand revamp.


Source: Bindaree Beef Group



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