JBS Australia launches premium beef brand

Posted by Andrea Hogan on 31st January 2018

Global meat processor JBS has launched a new premium Australian beef brand for top-end restaurants in Australia and overseas.

Named “Little Joe”, the brand will provide grass-fed Australian beef that has a minimum marble score of four, a quality guarantee yet to be made in Australia by a grass-fed beef provider.

Marbling is a system for judging the quality of beef with the higher the marbling score, the better the piece of meat. Beef can either be scored 0-9 using the system.

Little Joe beef is also of antibiotics, added hormones and genetically modified organisms (GMOs).

The beef has is raised by specially licensed livestock producers and is pasture-fed and raised.

JBS Australia spokesperson, Sam McConnell, said JBS is redefining beef with the introduction of Little Joe.

“It is the crème de la crème when it comes to Australian beef products, offering a level of marbling and eating quality that has never been seen before in grass fed beef,” McConnell said.

JBS is targeting a selection of producers for the brand, choosing farmers for their high farming practice standards

“This beef will make its way to only the most discerning of restaurant customers and diners,” McConnell said.

“We will handpick the supply chain partners that will add the most value to the brand for everyone involved — from paddock to plate.”

Little Joe beef will be sent across the world to countries including China, the United States, Japan, the Middle East and Malaysia.

JBS was established in 1953 in Brazil and today is considered the largest meat processing company in the world.

In 2014, JBS acquired Australian meat processor, Primo.


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