JBS Swift Australia adopts Tasmanian brand beef

JBS Swift Australia is promoting Tasmania's branded quality grass-fed beef, as part of a broader move into MSA tenderness guarantee programmes across most of its processing plants in Eastern Australia.

Swift recently launched a new MSA-backed 'Tasmanian Premium' brand, and the company is moving towards premium MSA brands from its different sites, with each offering brand claims based on local environmental circumstances and cattle supply.

Swift Australia director Ross Keane said the company wanted to use MSA more widely to differentiate better quality product being generated out of each plant.

Keane said the company is now looking at different marketing niche options in most of its sites.

The 'Tasmanian Premium' product from Swift's Longford plant draws on the local supply of quality British-based cattle finished on soft, fertile and abundant pastures, and the product has grainfed-like tenderness and consistency but carries a stronger grassfed flavour profile.

The 'Tasmanian Premium' beef is aimed at both domestic and export markets in a variety of weight ranges for each cut.