Page 17 - Hereford Magazine 2022

Commercial cattle on Beaumont Station.

“As the world begins to learn to live with Covid we’re
looking forward to a return to normality and we’ll be looking
at consolidating our position in the domestic market as well
as following up export opportunities.”
Hereford Prime suppliers are typically making 10 to 20c/kg
above schedule price.
Everyone along the paddock to plate chain wants to be
rewarded for the effort taken to turn out a premium quality
beef product.
Phil buys and finishes 250
to 300 heifers and steers,
including Hereford and
Hereford-cross, on 400ha
Trailblazer near Dannevirke. He targets,
with success, Hereford Prime
and SFF’s EQ premium
Hereford Prime has played a crucial role in educating both programmes. Making the
consumers and breeders/finishers about the importance and grade is not always easy,
influence of carcass traits on the production of quality beef. It but for him it’s not purely
was the first branded beef programme in New Zealand and set about the money; doing
the precedent for other branded beef programmes that have the best job possible with
followed, says Hereford Prime brand manager Natalie Campbell. available genetics, feeding
Hereford Prime had taken on market feedback, which had Phil Barnett and management, is a huge
driven some of the changes in genetic selection, such as the motivator.
demand for more marbling in grass-fed cattle. His sentiment is endorsed in a 2020 evaluation report of a
“We shared that information with our breeders, who marbled grass-fed beef programme for Wagyu beef [Nimmo-
responded, and where appropriate New Zealand registered Bell & Associates], that said farmers were motivated by
Hereford breeders have been making genetic decisions and financial returns, but also involvement in the production
improvements in those areas to meet that demand.” and delivery of high-quality products to known markets. “…
That success had been reflected in a number of national farmers identify benefits in being associated with a value
competitions over the years, including Te Awamutu’s Magills chain community of like-minded operators.”.
Artisan Butchery in the NZ Food Awards in 2015, and The report adds there are opportunities for “increased value
Invercargill’s Bowmont Wholesale Meats, a finalist in the now- chain communication and visibility by connecting farmers to
ceased Steak of Origin for 10 of the 15 years the event was the market so that they understand what and how they need to
held. The brand’s third processor is Cabernet Foods for the produce, and the market to farmers, to demonstrate the value
lower North Island. of the extra work by farmers within the value chain”.
Hereford Prime is focused on the New Zealand market –
supplying 42 restaurants in the South Island and 32 in the
North Island, as well as four caterers and 11 retail outlets.
Covid-19, lockdowns and the downturn in tourism have
created challenging times over the past two years.

Year 2022 HEREFORD MAGAZINE 15