AUSTRALIA: Premium branded beef launched by Castricum Foodservice

The recent launch, the first of its kind in Victoria, of branded beef that has the backing of the grading scheme Meat Standards Australia has proved a success for Kerr Griffen, manager of Castricum Foodservice. It took over 18 months and A$15,000 to source the product and develop its launch and trade incentives, but now Griffen says: "we have created a point-of-difference for our beef. [It is all] grass-fed, sourced from Victorian producers, free of hormone growth promotants and available 12 months of the year."

December 13, 2000

It took over 18 months and A$15,000 to source the product and develop its launch and trade incentives, but now Griffen says: “we have created a point-of-difference for our beef. [It is all] grass-fed, sourced from Victorian producers, free of hormone growth promotants and available 12 months of the year.”

Producers can also benefit from higher returns on their beef. “We are paying A$2.80 a kilogram for MSA graded beef, and A$2.70 for cattle not making the grade – it is certainly a worthwhile investment,” explained Griffen.