Page 41 - NZ Herefords Magazine 2019 Edition

Industry Focus
Hereford Prime

celebrates quarter

of a century

in the beef industry

WORDS NATALIE CAMPBELL PHOTOGRAPHS NATALIE CAMPBELL / SUPPLIED

JUST OVER 25 YEARS AGO, the he describes as “difficult” is a wonderful came along and said if they all worked
landscape of New Zealand’s domestic effort and achievement. together – from the farmer, to the transport,
table beef industry changed for the better “Hereford Prime is a wonderful to the abattoir, and age it for three weeks,
as Hereford Prime New Zealand officially concept and product – we wouldn’t be it should be a great final product. That
became a limited liability company and doing it if it wasn’t.” concept and development was ahead of
signed off its constitution. He says there is no denying the meat its time in bringing together parties from the
The development of New Zealand’s industry is difficult, and for the brand to entire beef supply chain to work together
original branded beef programme was have operated this long is a testament to for a high quality consistent product. That
the brainchild of Hereford breeder, the the passion of those involved. foresight extended to the impact delivering
late Don Goodall, principal of the Braxton He says it’s been a good partnership the Hereford Prime brand would have on
stud, who was growing increasingly between Bowmonts and the brand, and the cattle industry too.
frustrated with being served inconsistent he’s enjoyed the association over the Laurie recently found a letter written
and tough steaks when he dined out. years. Son Stephen is now at the helm of by Don that he sent to then head of PGG
He took it upon himself to change the business – the third generation of the Wrightson, Barry Brook, outlining the
the fortunes of the long-suffering Flynn family in the butchery trade. goal of Hereford Prime. It read: ‘I firmly
palates of Kiwi diners and set about “I can recall them (Don and Laurie) believe that from the embryo that is
investigating what makes a great walking into the factory for the very first time. Hereford Prime NZ, exists an opportunity
steak. He surrounded himself with like- I hadn’t met Laurie or Don before that. They which, in the long term, can pull together
minded Hereford breeders, including came to see me with the goal of putting a at least the majority of the quality bred
current Hereford Prime chairman, Laurie top beef product out on a consistent basis. British-bred cattle producers in NZ and
Paterson of Waikaka Herefords, Gore. “They were very passionate about reward them with a more profitable
Laurie recalls they spent a lot of time what they were doing and we knew we industry, and the consumer with a quality
in the chiller working to refine the quality could support that,” recalls John. product they will be prepared to pay for’.
standards that are still used today. He knew aging could have an influence “I reckon the brand has achieved that
“We knew we were going to have on the quality and they (Don and Laurie) goal of Don’s,” says Laurie.
some specifications, but we didn’t know
what they were going to be.”
To formulate criteria that were going
to provide Kiwi diners with a consistent
beef product, they spent a day a week for
six months in the chiller, developing and
testing quality parameters for carcass
measurements.
“I’d never been in a chiller before
then, Don had, and we were lucky,
John Flynn from Bowmonts shared his
expertise with us.”
Bowmont Wholesale Meats was the
first processing partner to work with
Hereford Prime, getting on board from
the get-go – even before the constitution
was written and signed. ABOVE: The evolving face of the Hereford Prime brand throughout its 25 years in the
John Flynn from Bowmont Wholesale domestic beef marketplace. From left, John Flynn of Bowmont Wholesale Meats at one of the
Meats says to reach 25 years in an industry very first meetings with Hereford Prime instigator, the late Don Goodall, and Laurie Paterson.
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