DESPITE the growth in Angus brands, Certified Angus Group chief executive officer Kate Brabin believes CAAB and Angus Pure is well-placed among a select few brands in the premium end.
“People talk about a level of saturation in Angus brands, but there will always be a market for quality Angus beef, quality brands will be here when all others are not,” she said.
“Everything we do we make sure the consumer associates our Angus brands with premium beef.
“McDonalds’ Angus burger is not just a burger, it is their premium burger offer. If we are putting ground beef on a pizza, we make sure it is a premium pizza with premium beef.”
Colebatch cattle producer Rob Cornish has been supplying cattle to the Angus Pure brand since its inception from his 3000-cow herd. He sells a “B-double load” most weeks.
Mr Cornish has built a great relationship with Thomas Foods International and says it is highly-beneficial for them to know their target market and then aim for the "premium end" in their production.
“Angus Pure is all MSA graded, so consumers are always guaranteed to get a tender steak, which means hopefully they will keep purchasing the Angus Pure product,” he said.
Mr Cornish’s aim is to sell off cattle in the mid to high 200 kilogram dressedweight range, which is preferred by TFI.
“Our lucerne and veldt country lets us sell our cattle year-round, and we also feed hay when needed,” he said. “Angus have marketed their product very well and the Angus brand is extremely strong. We find that Angus females have very good milking ability and are suited well to our area.”
