Is it what they say it is?

October 10, 2017 11:49 am

Verification of claims made about breeds of cattle and beef products is a continuing challenge for the Australia beef industry.

Every day the desire by consumers to know more about the products they are buying and feeding to their families becomes stronger. Wanting proof of something is human nature, and as beef production bends more to the wants and needs of the consumer, and works to differentiate and transform the products they offer, the value of being able to ‘prove it’ is continually on the rise.

There are clear indicators that industry and consumers want proof of breed claims; whether it being a commercial beef producer paying a premium for replacement Angus heifers or someone in Malaysia sitting down to a special occasion dinner in a high-end restaurant.

Since the concept of a verification program that gives assurance of Angus breed content of commercial cattle was floated at this year’s Angus National Conference in Ballarat the feedback across the supply chain has been consistently positive and forthcoming.

This verification program will provide assurance and integrity for progeny with a parentage of registered Angus sires over Angus or Angus cross females.

As a producer, the added value of verification will result in a marketing advantage and a mechanism to build strong alliances within the market place based on integrity, transparency and trust. It will also give Angus producers confidence that the ‘Angus’ brand, their brand, is being protected from imitators.

As a purchaser, you will be able to buy cattle without doubt that they are genuine Angus and will meet your market specification along with the value of an integrity system underpinned by Angus Australia’s sire ownership database that delivers weight and validity to these claims. And for the consumer, there is power in the knowledge that you are getting what you pay for and expect in a premium beef product labelled as Angus.

This program is still in development stage and we look forward to launching this to industry soon.

Verification within the meat business is also just as important in delivering on consumer expectations in domestic and global meat markets.

Accordingly, the independent third-party verification for Angus brands, previously conducted by Certified Angus Group Pty Ltd, has been integrated into Angus Australia’s Commercial Supply Chain program as a firm fit working closely and collaboratively with the beef supply chain. This verification will continue to be expanded by Angus Australia.

This independent third-party verification is currently undertaken by many Angus brands in Australia. These include NH Foods (Oakey) Angus Reserve, Bindaree Beef Cape Byron Angus, Rangers Valley’s Black Onyx, Black Market & Highland Black Angus, Jack’s Creek Black Angus, Manildra Natural Australian Grass Fed Angus and probably the mostly widely recognised Angus brand of all, the McDonalds Angus burger range.

The verification program is an audited, ISO 9001 accredited system that requires constant management and a close working relationship with the companies and brands that are being verified. This program identifies 2 levels of Angus breed content.

‘Verified Angus Beef’ representing beef from the progeny of an Angus sire over an Angus or Angus cross female. ‘Verified Black Angus Beef’ represents beef from the progeny of a Black Angus sire over a Black Angus female.

Those Angus brands that utilise this verification program have a strong advantage in a competitive meat market that allows them to stand behind their product, its quality and their Angus claims with the confidence of independent third-party verification.

Angus Australia aims to grow this program and verify more Angus brands to promote brand integrity and further protect the ‘Angus’ brands now and well into the future.

We are working hard with these verified brands to promote the Angus premium and implement initiatives that will bring value to Angus Australia members, these verified brands and the whole Angus supply chain.