IN MARKET GROWING DEMAND Jonathan Elsley Jeni Seaton Trevor Fleming Stanbroke Beef Harvey Beef Greenham Tasmania Tell us about Stanbroke Beef Tell us about Harvey Beef Tell us about Greenham Tasmania Stanbroke is a vertically integrated beef It was established in 1919 and is now It was established in 2002 as an and cattle company with eight cattle the largest beef processor in Western associated company of HW Greenham stations, a 30,000-head feedlot and a Australia. In 2014 the company was & Sons Pty Ltd. The parent company processing facility, all in Queensland. purchased by Andrew and Nicola purchased the failed Blue Ribbon And your brands? Forrest’s Minderoo Group to be part Meat Works in Smithton, north-western of their agricultural business, Harvest Tasmania, and refurbished the plant We have five core brands – Diamantina, Road Group. We supply beef across to international export standards. Flinders, Sanchoku, Signature Black Australia and to more than 40 countries Greenham Tasmania processes more and Augustus. including China, the US, Japan, Korea, than 2,500 head a week. Not all markets are the same, so it’s Indonesia, Malaysia and UAE. Prime boxed beef is sold under the important to tailor each brand and its And your brands? Cape Grim Beef, Pure Black Angus, messaging for the intended market. We sell a full range of Harvey Bass Strait Beef and Greenham brands. For example, Sanchoku, Signature Beef-branded beef cuts and products And your brands? Black and Augustus are our ‘Heritage’ worldwide, and the Harvey Beef We have three key grassfed brands – brands and are positioned to high-end retail pack range is available in Cape Grim Beef, Pure Black Angus chefs in the Asian and Middle East Coles supermarkets in Australia and and Bass Strait Beef – and one Wagyu foodservice markets. ParknShop in Hong Kong. brand, Robbins Island Wagyu. Although they’re individual brands in Our newest domestic brand is Ernest Cape Grim is Tasmanian only, and Pure their own right, they work as a suite of Green & Sons, a range of marinated Black and Bass Strait are sourced from brands within the Heritage portfolio, beef lines, sausages and burgers for Tasmania, Victoria and South Australia. with a clear brand hierarchy: Sanchoku independent retailers. It’s named after is Wagyu, Signature Black is Angus, and the late Western Australian butcher All our premium grassfed brands are Augustus is grainfed. We work those Ernest Green, who was the original underpinned by third-party audited three brands together to provide a owner of what is now Harvey Beef. natural beef programs that are whole solution for a restaurant or hotel. How do you use MLA’s focused on supplying traceable beef to end users. How do you use MLA’s CoMarketing Program to market CoMarketing Program to market your brands? Greenham Tasmania processes your brands? We engage with consumers at events and co-markets the Robbins Island At the moment it’s to support in-market such as the Good Food & Wine Show Wagyu brand in association with the tactical activities throughout Singapore, and international food shows by Hammond family. Hong Kong and Taiwan. showcasing our producers on television How do you use MLA’s programs, creating recipe videos and CoMarketing Program to market For foodservice markets this means conducting in-store tastings. chefs’ tables presented by an MLA your brands? butcher. They’re butchery-based The program supports our overall In order to access the high-value education seminars for chefs, about the marketing strategy, so we have markets for natural beef, we need to attributes of different beef cuts. longer-term confirmed listings and can promote our programs in that market. In the retail market, we’re supporting build our brand strength in Australian The collateral material produced and and export markets. This also helps events undertaken have been very our business customers with in-store us build longer-term relationships with helpful in telling our story. promotional activities to drive uptake our producers. and consumption of our product. If we can access a premium for the beef, Next year we’ll be looking to use the we can pay premiums to producers for CoMarketing program to support brand their program cattle. strategy development, market research The CoMarketing Program is of and engagement of consultants enormous value for driving sales using for consumer insights and product an integrated marketing approach development. including events, sponsorships, point- We have seen positive growth in sales of-sale material and digital advertising. across our Asian markets and there is We’ve used it for building awareness no doubt the CoMarketing Program has of our third-party audited ‘natural contributed to that. programs’ in export markets such as the US. 45