Woolworths introduces new meat grading system for Australian beef

Posted by AFN Staff Writers on 10th January 2012

Woolworths has become the first national supermarket to offer certified Meat Standards Australia (MSA) graded Australian beef to customers.

Woolworths has been working with Meat and Livestock Australia (MLA) for over a decade on developing the MSA grading system. MSA is an industry audited program that delivers an eating quality guarantee.

The grading system has been developed following years of research and more than 550,000 consumer product tests on 78,500 cuts of meat, using eight cooking methods.

MSA logo certification

The MSA logo identifies that specific cuts of beef have been graded to meet high standards for tenderness, juiciness and flavour.

Twelve of Woolworths cuts of beef have been certified as MSA Australian graded beef, including: Fillet Steak, Scotch Fillet Steak, Rib Steak – Bone in, Porterhouse Steak, Rump Steak, Blade Steak Boneless, Oyster Blade Steak, Fillet Roast, Scotch Fillet Roast, Standing Rib Roast, Rump Roast and Bolar Blade Roast.

Pat McEntee, General Manager of Woolworths Fresh Food said, “Woolworths sells more Australian beef than any other retailer. The introduction of this grading system offers our customers an independent endorsement of the quality of the beef.

“One of the most commonly asked questions our butchers receive from our customers is ‘how do I cook my beef?’ This grading system now takes the guesswork out of how to cook the perfect steak or roast.”

By contrast to Woolworths, Coles supermarkets last year maintained a distance from the mainstream meat industry. Last year Coles caused considerable controversy by introducing hormone-free beef products.