JBS’s ‘Queenslander’ beef brand launched in Japan + VIDEO

Beef Central, 08/07/2019

JBS Northern processing operations manager Murray Wilson and Queensland premier Anastacia Palaszczuk hold a carton lid during the recent official launch of JBS’s Queenslander brand in Tokyo.

THE new ‘Queenslander’ beef brand was launched in Tokyo recently when Japan’s famous Iron Chef, Hiroyuki Sakai, featured the product at his La Rochelle restaurant.

Chef Sakai prepared a meal showcasing the beef for government and industry leaders.

‘Queenslander’ is an original brand from Australia’s largest meat processing company, JBS Australia.

JBS commercial manager northern, Brendan Tatt, with Beef City’s signature 25,000t grain storage constructed in 1974 in the background

JBS Australia’s Commercial Manager Brendan Tatt said the beef would be shipped fresh and direct from Brisbane to Tokyo.

‘We identified a growing gap in the market for a particular style of beef that we could consistently supply from our state-of-the-art facility on the outskirts of Brisbane,’ he said.

‘More and more, we are finding Japanese consumers are interested in the provenance of their beef.

‘The release of the range-fed “Queenslander” brand allows JBS Australia to better tell that story direct to the consumer’s plate, building the relationship further and instilling their confidence in the clean, safe and healthy nature of our product.’

Queensland Trade and Investment Commissioner for Japan Tak Adachi said Japan is currently Queensland’s most valuable export market for beef.

‘With improving economic sentiment and a growing preference for leaner meat, demand for high-quality beef is increasing,’ he said.

Chef Sakai created a special menu for the launch, including Queenslander sirloin marinated in Saikyo-miso, Australian salmon meunière topped with clam sauce and spring radish, creamy carrot potage with a foam of nutmeg, and Queenslander beef fillet poêlé with smooth potato purée and apple mango with a scent of jasmine.

Click this link to view a short video of the Tokyo launch.

Chef Sakai said the beef worked well for a number of different cooking styles, because it was lean and fresh.

‘In my opinion it is a lot tastier than beef with marbling because it is uncomplicated and easy to use,’ he said.

‘I’d like to carry on using this beef brand in my restaurants in the future.’

Premier Annastacia Palaszczuk officially launched the beef brand at the event on 28 May, which was attended by representatives from government, industry associations and leading beef and agribusiness companies.

Queensland beef exporters are benefiting from reduced tariffs made possible by the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP) agreement.

In 2017–2018, Queensland exported 583,090 tonnes of beef and veal, which made up 53 percent of Australia’s total beef and veal exports.

Agriculture is identified as one of the state’s traditional export strengths in the Queensland Trade and Investment Strategy 2017–2022.


Source: Queensland Government



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  1. Paul Franks, 09/07/2019

    I think it is a brand for the people who like leaner (healthier?) grass fed beef with bos indicus content.

    It is a style of beef that seems to have been largely ignored by beef brands.

  2. Alisdair Robertson, 09/07/2019

    For future reference I was wondering if I could have clarified, is this product Grass fed product or 100 or in excess of a 100 day Grain fed,?

  3. Greg Campbell, 08/07/2019

    Congratulations to JBS. Also nice to see the Queensland Premier recognising that such marketing is important. Let’s hope she also recognises that to sustain the industry and supply the market, matters like vegetation management, water security and biosecurity are also important.

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