Verification of claims made about breeds of cattle and beef products is a continuing challenge for the Australia beef industry.
Every day the desire by consumers to know more about the products they are buying and feeding to their families becomes stronger. Wanting proof of something is human nature, and as beef production bends more to the wants and needs of the consumer, and works to differentiate and transform the products they offer, the value of being able to ‘prove it’ is continually on the rise.
There are clear indicators that industry and consumers want proof of breed claims; whether it being a commercial beef producer paying a premium for replacement Angus heifers or someone in Malaysia sitting down to a special occasion dinner in a high-end restaurant.
Since the concept of a verification program that gives assurance of Angus breed content of commercial cattle was floated at this year’s Angus National Conference in Ballarat the feedback across the supply chain has been consistently positive and forthcoming.
This verification program will provide assurance and integrity for progeny with a parentage of registered Angus sires over Angus or Angus cross females.
As a producer, the added value of verification will result in a marketing advantage and a mechanism to build strong alliances within the market place based on integrity, transparency and trust. It will also give Angus producers confidence that the ‘Angus’ brand, their brand, is being protected from imitators.
As a purchaser, you will be able to buy cattle without doubt that they are genuine Angus and will meet your market specification along with the value of an integrity system underpinned by Angus Australia’s sire ownership database that delivers weight and validity to these claims. And for the consumer, there is power in the knowledge that you are getting what you pay for and expect in a premium beef product labelled as Angus.
This program is still in development stage and we look forward to launching this to industry soon.<...
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