JBS to launch new organic beef brand in Australia
16/02/2017
Acres beef will come from certified organic cattle that the company will process at its plant in Rockhampton, Queensland. The group’s organic beef production has been restricted until now to a small volume from its operations in Uruguay and to an earlier project in Australia that it carried out for a specific customer without making the meat available on the open market.
From March 11, the Rockhampton plant will have a steady weekly flow of organic cattle and a regular output of Acres beef.
Commentators have said this move indicates two things: first, that JBS no longer wants its Australian business to be centred on ‘commodity’ beef; and secondly that there is now sufficient demand for organic Australian beef for the market to have reached critical mass.
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