Branded beef is the key to sustainability in a volatile market, says Wingham Beef Exports general manager Grant Coleman, who is proud of the fact his company’s brand Manning Valley Naturally is right now on centre stage.
At the recent Sydney Royal Fine Food Show it was awarded gold in the grass fed category, with a grilled striploin impressing judges with its flavour and level of marbling.
The abattoir’s grain fed brand, Wingham Reserve, placed silver in Sydney.
Part of the Nipponham Group, Wingham’s win follows on from accolades at the Royal Queensland Food and Wine Show in May where Manning Valley Naturally was awarded champion MSA graded branded beef.
For Mr Coleman the locally branded product is excellent insurance against the near future when the inevitable price fall arrives.
Branded beef supported by an MSA grading will continue to find a market, particularly if it has been awarded a gong by the country’s top foodies.
“All our cattle are sourced locally, from the Hunter Valley north to Dorrigo and west to Walcha,” said Mr Coleman, who himself was also sourced locally – having grown up in Wingham.
Suppliers work with the abattoir to maintain product, supplying a 200-340 kilogram carcase around 18-24 months old off pure pasture.
All cattle used in the Manning Valley Naturally brand are British bred with no added growth hormones and by their nature supply a soft product with good marbling and flavour.
To date the brand, now in its fifth year, is available in 14 Woolworths stores as well as local markets. NH Foods exports the brand to Chipotle restaurants in the US and interest is expanding all the time.