Page 14 - Hereford Magazine 2022

ereford has proven quality meat credentials, chain. It is happening, but not at the speed some – such as
but breeders and finishers need to push for Silver Fern Farms (SFF) and the Alliance Group – would like.
consistency to get a bigger slice of the premium Both companies are crying out for quality grass-fed,
beef market. antibiotic-free, high IMF cattle. Hereford and Hereford-cross
H Results of the latest Beef + Lamb New Zealand cattle are eligible for three non-breed specific premium
(B+LNZ) Genetics Beef Progeny Test Report substantiate programmes: SFF’s Reserve Premium and 100% Prime, and
the red-and-white genetic disposition for quality beef, with Alliance Group’s Pure South Handpicked range.
Hereford bulls ranked first and second for IMF (marbling) and “The opportunity is there for good quality stock, including
EMA, and first for both rump fat and rib fat [October 2020/ Herefords. We can’t get enough,” says Matt Luxton, SFF
Table 6: cohort 4.] Strategic Programme Sales manager.
“That should give breeders the confidence and science- They are after consistent quality as well as consistent
backed proof that Herefords are measuring up in terms year-round supply to fulfil market demand, adds Melissa
of meat quality, proving what’s under the coat is most Sowden, SFF agribusiness technical support. “Having these
important’,” says NZ Herefords president Gray Pannett. programmes open to all beef breeds enables us to supply our
He says the launch of new beef genetics programme, markets throughout the year.”
Informing New Zealand Beef, will be another genetic platform Underpinning the company’s beef grading is the Eating
on which to prove the Hereford’s worth as a commercial Quality System (EQ), a programme developed to reward those
finishing proposition. suppliers who deliver consistently high-quality beef. EQ supports
The seven-year $16.7million project based at Pamu’s Kepler the premium beef branded Reserve Premium and 100% Prime
Farm near Te Anau is co-funded by B+LNZ and the government programmes, which can earn suppliers price premiums of 20 to
through its Sustainable Food and Fibre Futures fund. The 55 cents per kilogram. They
project includes a Beef Progeny Test, launched in 2020, using don’t have the data to show
Hereford and Angus genetics to identify agreed on traits that how Hereford and Hereford-
link with international beef genetics. The project will allow cross are performing in these
farmers to directly compare bulls of different breeds so they programmes, because the
can select the best for their particular system and environment. focus is on sourcing the right
As well as providing the tools to breed animals better suited to cattle, rather than a particular
New Zealand’s farming conditions, it will also arm farmers with breed, to meet the criteria.
more knowledge to drive productivity and profitability. Matt is loath to spell
Hereford breeders have been good at taking on board this out exactly what Hereford
type of information, but Pannett says it’s worth repeating that breeders and finishers
everyone in the industry needs to keep using genetics and could or should be doing to
science-backed data to guide selection and breeding. meet the premium grades.
Phil Barnett, a former NZ Herefords president, Hereford Matt Luxton There is not a one-size-
breeder and prime cattle finisher, backs that message. fits-all blueprint and he
“We have to use the science and data and at the same time acknowledges premium
tell the story to chefs and consumers that beef, including beef production is a
Hereford, is a sustainable and quality eating experience.” balancing act of genetics,
His time as president (2017-2018), along with other feed, and management,
beef industry roles, has given him good insight from a amid the vagaries of climate
processor and marketer perspective on the challenges and and seasonal conditions.
opportunities for premium beef production. A recurring However, SFF is there to
message is the need for consistency at every link along the help by making technical
paddock to plate chain. support and advice
“I think there’s still inconsistency and we’re losing out available, and information
because of it,” he says. However, he acknowledges premium on EQ specs along with
beef programmes such as Hereford Prime and those started on-farm management
in recent years by the major processors have been a great Melissa Sowden suggestions and pointers
motivating force. in their regularly updated
“It’s created competition, which is a good thing. It has also Eating Quality field guide.
made processors sit up and take note of what is possible, and “Our EQ system is backed by substantial scientific research
raised the bar around quality.” of what makes up and defines the optimal beef eating
Everyone in the industry has a role to play in propelling experience and we try to push this message to farmers and
and promoting Hereford as a quality finishing proposition, provide the opportunity for informed discussion.”
he says. Breeders need to keep persevering to reduce within- Alliance Group key account manager Murray Behrent says
herd variation for key meat production traits. The finishers’ Hereford suppliers have become better at meeting market
challenge is to draw on those genetics and marry them with signals but says there’s room for improvement around IMF.
the right feeding and management to meet quality beef “Hereford are generally good on meat colour, fat colour, and
specifications. Processors need to keep feeding data back to tenderness, but there needs to be more focus on marbling
finishers while the marketers of premium beef inspire the (IMF) because it’s the way the market is heading. We know our
food service industry and keep telling the prime beef story. At markets are prepared to pay for 100% grass-fed, antibiotic-free,
the same time is the need for information flow along the value marbled beef.”

12 HEREFORD MAGAZINE Year 2022