THE success of Angus brands such as Certified Australian Angus Beef is flowing back to producers through higher farmgate returns, according to Certified Angus Group chief executive officer Kate Brabin.
And she expects strong demand for quality Angus cattle to continue well into the future.
The Certified Angus Group is owned by Angus Australia’s 3500 members. Twenty two years ago, a group of progressive breeders established CAAB, keen to replicate the success of the United States’ Certified Angus brand.
The 120 to 200-day grainfed product remains Australia’s most awarded brand of beef. “The key has been providing a consistent product, while utilising whole of carcase,” she said.
Nine years ago, on strong market signals for natural pasturefed beef, Angus Pure was created. In the past six months, Thomas Foods International – the exclusive licensed processor for CAAB and Angus Pure – have sent CAAB shipments to Egypt and the Middle East and are experiencing strong growth in sales in China and SE Asia.
CAAB is also holding its market share domestically.
Miss Brabin said there was also a burgeoning market for pasturefed Angus Pure in the US, where large volumes are consumed.
“These brands have created great awareness of Angus beef, and Angus breeders are not only receiving a premium across the board but there are even greater premiums for quality cattle,” Miss Brabin said.
A major part of the CAG’s business is providing breed verification for McDonalds’ Angus brands in Australia and New Zealand, and other processor brands such as Jack’s Creek, Rangers Valley, Bindaree Beef and Manildra Meat Group.
“Verification of other brands may create competition for producer-owned brands but there are opportunities too,” she said. “We put in place ISO accredited intellectual property to make sure cattle claimed as Angus on a vendor declaration are actually Angus, protecting the breed from false claims and encouraging Angus brands to use Angus cattle.”
Miss Brabin said evidence of the breed’s marketing success was the 300,000 Angus cattle a year being supplied to branded programs they are associated with.
These are being processed at 28 sites across Australia.
