GRASS FED AUSTRALIAN BEEF TO U.S.A. TASTE

24th March 2015

American’s are the world’s biggest meat eaters, chewing through more than 120 kilograms per person, per year. With US consumers seeking alternative protein choices and healthier lifestyle, natural and organic meat is becoming more popular.

Grass-fed beef is taking a share of the pie, which is driving growth for Australian  beef exports into the United States. For the first time the U.S. has become Australia’s largest export customer for chilled grass-fed Australian beef, overtaking Japan, to account for almost one third of chilled Australian beef shipments in 2013/2014.

In the first 10 months of 2014, chilled grass-fed exports to the U.S. reached 50,066 tonnes shipped weight (swt) out of a total 135,206 tonnes swt of chilled grass-fed beef exports to all destinations.

MLA North America regional manager David Pietsch said the growing acceptance of chilled grass-fed Australian beef at retail and food service was a unique, emerging opportunity for Australia. He said more and more consumers were developing an interest to learn where their meat came from and the ‘farmgate to plate’ story behind it, even for imported products.

‘That is why the family farm story, told through compelling branding and communication is so important’ Mr Pietsch said.

Declining domestic production in the U.S. is providing more opportunities for Australian beef, including the frozen manufacturing segment which still accounts for more than two thirds of Australia’s exports to the U.S.  ‘There is a window of opportunity over the next two to three years – as domestic U.S. suppliers shrink – in the U.S. market to solidify a place for niche, branded Australian beef products’. Mr Pietsch driving Australia’s growing reputation as a supplier of natural, sustainably raised, pasture raised beef had been the strategic push during the past several years by industry, towards targeted marketing of grass-fed product into the U.S. market.

‘Although grass-fed beef remains a niche, after years of working with importers and the trade to educate them about the benefits and consumer appeal of Australian and all natural product, recognition by chefs, retailers and consumers has grown – adding long term value and opportunity to the Australian Grass-fed cattle industry’ of which Macka’s Australian Black Angus Beef is a proud part of.