Iconic pastoral company, S Kidman & Co has joined the ranks of beef producers branding their beef.
And SA consumers are the first in the nation to be able to tuck into a Kidman Santa Gertrudis steak.
Early this month, the 100-day grainfed beef brand was launched at Penfolds Magill Estate in Adelaide by S Kidman & Co major shareholder Gina Rinehart.
It is sourced from Santa Gertrudis cattle bred on stations in Qld’s Channel Country, which are finished at the 3000-head Tungali feedlot, Sedan.
A S Kidman & Co spokesman said the company wanted to utilise its Murraylands feedlot, and give Australians a chance to buy Kidman Santa Gertrudis Beef.
“Previously Kidmans had always sold at the cattle yards and while people had probably eaten Kidman beef they didn’t know it,” he said.
The cattle are being processed at Teys Australia’s Naracoorte abattoir and distributed through Holco, Melrina and Richard Gunner Fine Meats.
Kidman beef is on the menu at Adelaide restaurants including Rydges South Park, the Morphett Arms and the Hindley Bar and Grill.
The company is seeking approval to increase the feedlot’s capacity to 10,000 head, which will enable further growth of the branded beef to other states.
“There are 200-plus beef brands in Australia but few are recognised like Kidmans, with the story we have to tell, or are on a large enough scale to really supply numbers,” the spokesperson said.
It also has plans for a grassfed brand.
RGFM owner Richard Gunner says the company has a great marketing advantage with its nearly 120-year-old heritage.
“Their story in Australia’s beef industry is unmatched,” he said.
“In 2003-04 I presented at their managers’ conference about branded beef when we had only been going with Coorong Angus Beef for a couple of years, so 15 years later it is fantastic to see the new owners think it is a good idea.
“With the numbers of cattle on their stations they have the cattle to pick something special out which is going to meet consumer requirements.”
Mr Gunner says having grainfed product will ensure year-round consistency of quality while they are building their brand.
Kidman beef is available in three of Mr Gunner’s Feast! Fine Foods butcher stores – Norwood, Unley and the Adelaide Central Market – and he says it has been well received.
“It is very new in the market and it will take time to build but this gives time for Kidmans to work out their supply, too,” he said.
“It can hurt a brand if you make too much of a splash and then run out.”
