NZ wagyu prized by US elite
Wagyu beef produced by a New Zealand company is sought after by America’s rich.
An elite subscription-based buyers club of high-net-worth Americans, called The Steak Club, sees prime cuts of New Zealand-reared grass-fed wagyu delivered directly to them.
The club has about 200 members across the United States who pay hundreds of dollars a kilogram for the beef. Sales of First Light wagyu beef are made via an app, and managing director Gerard Hickey says there are about 80 people on the waiting list. With time, he thinks it could grow to reach 2000 customers.
‘‘They want something special and they’re willing to pay a lot of money. Every month we put aside our highest marbled beef and deliver it to their door,’’ he said.
The beef is unique because wagyu is traditionally grain fed, but the Hawke’s Bay company in partnership with the Ministry for Primary Industries and Brownrigg Agricultural Group have developed a grass-fed wagyu beef reared on more than 400 farms.
The Marbled Grass-fed Beef programme, which started in 2012 and finished late last year, aimed to capitalise on growing global demand for high-quality, humanely raised grass-fed beef.
The programme worked to shorten the supply chain to reach overseas customers and put boots on the ground in key markets. First Light has offices in the US, United Kingdom, France and the United Arab Emirates.
The Japanese breed is famed for its marbling and flavour but the programme developed a new beef product using 100 per cent wagyu genetics crossed with New Zealand dairy cows and angus dams to produce cattle with 50 per cent wagyu genetics grown solely on grass.
The genetics were provided by Brownrigg, which has a 100 per cent full-blood wagyu stud herd.
During the seven-year partnership, the ministry sank $11 million into developing the premium product and marketing it overseas, selling it on its GMO, hormone and antibiotic-free credentials. Another $12m came from the two partners.
Ministry investment director Steve Penno said the programme was on track to achieve its longterm goal of developing a more sustainable prime beef industry.
‘‘Future opportunities to build on include attracting new suppliers, exploring new overseas markets, and continuing to explore ways to get maximum value from the whole carcass,’’ he said.
The beef has won awards, and was named the world’s best by Forbes magazine last year.