GOING THE EXTRA DISTANCE: Angus bulls such as Banquet Abode A005 who sold for $20,000 in 2007 put the quality into Certified Australian Angus Beef.

WITH all the hype surrounding the autumn field days and stud on-property Sales in the Beef industry, it is easy to forget just why beef cattle breeders are in business.

That "why" being the production and marketing of beef.

It is not difficult for efficient beef producers to raise cattle and sell them via the sale yards or abbatoirs.

This is done every day of the week, and is the way the vast majority of our beef is handled.

But there are some producers, particularly those of our major breeds, who, having produced quality beef, go that extra distance to market their product through branding, packaging and promotion.

Of course there are a few individual producers who market odd carcases of specialty breeds through contact with neighbors and friends and a friendly neighborhood abattoir, but two of the major breeds, Angus and Hereford are making serious attempts at promoting their product and its producers.

Certified Australian Angus Beef (CAAB) has been flying the flag for Australian beef across the world in more than 30 countries.

CAAB is, according to their web site, a quality assurance product based on Angus genetics, and produced in Australia to exacting specifications.

The Certified Australian Angus Beef production program covers all aspects of the production of a superior, safe, disease free marbled, beef meal from producer to consumer.

Further, the web site says, the programe guarantees that the consumer will consistently enjoy a "safe, healthy, tasty, tender, juicy and delicious" beef meal “Everytime” they order Certified Australian Angus Beef.

Hereford Prime, the marketing program for beef produced from animals with white face genetics, was conceived some years ago but lapsed because of problems with consistent supply.

Whilst the new version is still in its infancy, Hereford Prime has resurfaced, operating since May 2007 with the Martin and Morice families from Cassilis in New South Wales at the helm.

Speaking on behalf of Hereford Prime, Dan Morice was pleased to revisit the new journey which began in Mid-May when the first tentative steps were taken with a pallet of meat into Dubbo.

While concentrating on central-west NSW, Hereford Prime is hoping to expand into other areas, having sent a further pallet of meat to Wagga.

The meat is being sourced from the Primo abattoir at Scone in the Hunter Valley. The cattle are purchased by Primo’s head buyer, Ross Campbell who is offering a premium for cattle that grade MSA.

From tentative beginnings Hereford Prime is growing with up to 600 head per week, mostly from southern NSW, being killed on occasional weeks.

Hereford Prime admits that this in itself is creating problems as supply can easily outstrip demand at this juncture.

However, Primo sees the advantage of these cattle which grade MSA.