Page 43 - NZ Herefords Magazine 2019 Edition

Mike says he finds Hereford beef to “As a board we are impressed by and Laurie recalls between them and
be a lighter colour meat with a finer grain, the care, expertise and craftsmanship Hawksy it was decided there was a need
which he believes gives it an advantage our partners invest and commit in our for a product launch. That launch came
over other beef breeds. product – we wouldn’t be where we are a few years after the product had been
Chairman Laurie Paterson says it’s today without them. available in the marketplace.
hard to believe it’s been 25 years since the “We’re also lucky to have regular and “The Royal Show was only hosted in
brand’s constitution was officially signed off loyal farmer suppliers and we’ve had Invercargill once every five years, so we took
on the 4th August, 1994. very passionate board members over the that opportunity at the time,” says Laurie.
“We started out with a model and years too – thank you to them for their “Graham was running the CRT (now
we’ve stuck with it and it’s still working – contributions,” says Laurie. Farmlands) restaurant marquee at the
that’s satisfying. He says the board has also enjoyed Royal Show, so we took that opportunity
“There’s also the fact a lot of people working with some larger partners. These to put Hereford Prime on the menu and
really like our product,” he says. relationships offer another dynamic to promote the product at the show and
“When I look back 25 years – there the brand in terms of furthering market in newspapers. We handed out leaflets
was bloody ordinary beef available back opportunities. around the event and were talking to
then. It’s good to see it’s changed. There’s “One day, we’d like to explore an people about it and it went ballistic.”
been a culture change and the meat export market and that’s an option that The cherry on the top of the launch was
industry has become more professional.” the bigger partners can bring to the Don Goodall leading sire Braxton Dynasty
Laurie attributes a good slice of the table, along with the ability to balance into the marquee and tying him up in there,
brand’s success to its partnerships with the carcass more readily.” just after the sire won the prestigious Meat
family owned businesses, like Bowmonts, Laurie says balancing the carcass and Cup – supreme animal of the show.
Magills, and more recently Cabernet Foods. is a challenge for anyone in the meat “That event really sent us on our
“Those three partners are all run by industry. There is always high demand way,” says Laurie.
generations of families who have been in for the steak cuts, which make up about Not long after the launch, Laurie
the meat industry for years, and we feel 10 to 15% of the carcass, but it still travelled to Christchurch to introduce
being able work closely with the smaller leaves a lot of product that needs further Cantabrians to Hereford Prime.
family owned businesses allows for processing or adding value to. “I flew up to Christchurch with product
strong working relationships. In the years since the brand was from Bowmonts and David Morrow picked
launched at the Royal Show in Invercargill me up and we were headed to meet a chef
in 1995, it has forged a determined path when David’s Holden stopped at the lights.
to improve table beef available throughout We had to get out and push it to the side of
New Zealand. Other beef breeds have the road. David sent me on my way by foot
followed suit and several other Hereford with the chilly bin in hand while he stayed
branded beef programmes have also and got the car fixed. He eventually turned
been launched domestically. Not all have up later in the day,” recalls Laurie.
lasted as long as Hereford Prime, nor Laurie says the support of fellow
received the accolades the brand has Hereford breeders who have signed up
quietly notched up. to be members of the Hereford Prime
Laurie, who has been chairman of Club over the past two years has given
the board for the past 19 years, says in the board a vote of confidence to keep
the early days of the brand he, Don, and working to progress and grow the brand.
later David Morrow, Okawa Herefords, “The meat industry can be fraught
Ashburton, could be seen carrying chilly with politics and at times we have to
bins full of product around, delivering take our time and be careful in how we
samples to chefs to try. navigate issues, so to know we have the
The brand was officially launched backing of the membership and NZHA is
following a lot of positive product feedback a huge benefit.”

PREVIOUS PAGE, CLOCKWISE TOP LEFT: The days of grass fed beef not providing
adequate marbled product are gone, with Hereford Prime helping keep beef farmers up with
the demands of discerning customers; Bowmont Wholesale Meats undertake dry aging of
some Hereford Prime cuts. Dry aging has become a much more common practice in the beef
industry lately; Art on a plate – a Hereford Prime dish.

THIS PAGE, TOP TO BOTTOM: Every Hereford Prime carcass is individually hand-tested
to ensure quality criteria are met. Those measurements and tests are undertaken between
th
the 11 and 12 rib under a bright white light 20 mins after quartering; Chairman Laurie
th
Paterson, left, and Hereford Prime director Chris Douglas, are just two of the board of the
brand who are very hands-on with promoting the product. A hands-on and can-do attitude
has been a trait of the brand since its inception, when directors would cart samples around
the country sharing the product with chefs.
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