Deal spawns new beef brand

Pilbara News - - Cattle Conference - Rueben Hale

An­drew For­rest’s Har­vey Beef has an­nounced a mul­ti­mil­lion-dol­lar part­ner­ship with the Kim­ber­ley and Pil­bara Cat­tle­men’s As­so­ci­a­tion to pro­duce Ran­ge­lands brand beef.

The Min­deroo-owned com­pany made the an­nounce­ment last Fri­day at the as­so­ci­a­tion’s field day and con­fer­ence in Onslow.

Un­der the deal, hand-picked north­ern cat­tle pro­duc­ers will be re­quired to ad­here to strict an­i­mal wel­fare stan­dards, as well as hor­mone and chem­i­cal-free sta­tus, to de­liver an ex­clu­sive beef range of mince, sausages and burg­ers.

Har­vey Beef head of live­stock Kim McDougall told the gath­er­ing the brand would be sold ex­clu­sively in Coles WA su­per­mar­kets, with an eye on sell­ing the range to the bur­geon­ing Asian mar­ket in the near fu­ture.

“The com­pany’s Kim­ber­ley and Pil­bara cat­tle farm­ers work across some of the largest cat­tle farms in Aus­tralia,” he said.

“We are pleased to be able to sup­port their hard work and ded­i­ca­tion, which al­lows us to build mu­tu­ally ben­e­fi­cial part­ner­ships.”

Min­deroo head of in­vest­ment John Hart­man said the beef would come from cat­tle grown in the vast, open ranges of the Kim­ber­ley and Pil­bara.

“The mar­ket­ing ap­peal is that the prod­uct will be pro­duced from cat­tle roam­ing the ran­ge­lands as na­ture in­tended and feast­ing on the abun­dance of nat­u­ral grasses,” he said.

“We know that cus­tomers are con­cerned about where their food comes from and through our part­ner­ship with KPCA we can of­fer a range which guar­an­tees an ex­cep­tional stan­dard of an­i­mal wel­fare.”

KPCA chief ex­ec­u­tive Cather­ine Mar­riott said the part­ner­ship would pro­vide qual­ity prod­uct to din­ner ta­bles through­out WA.

“KCPA has de­vel­oped the spe­cific an­i­mal wel­fare cri­te­ria which will give cus­tomers con­fi­dence in buy­ing a prod­uct which not only tastes out­stand­ing, but which has been sus­tain­ably raised,” she said.

New Agri­cul­ture Min­is­ter Alan­nah MacTier­nan ap­plauded the part­ner­ship.

Ms MacTier­nan has a track record of favour­ing the devel­op­ment of a lo­cally based meat in­dus­try in­stead of re­ly­ing on live ex­ports.

“We can do bet­ter than be­ing a cat­t­le­yard for other coun­tries,” she said.

“There is great po­ten­tial for the devel­op­ment of WA’s chilled and frozen beef mar­ket lo­cally and over­seas.”

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