Article - Silver Fern Farms

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Promoting 'Value Add' Beef Marketing

Tue, 13/04/2010 2:09:00 p.m.

With procurement and sales representing almost 30% of the New Zealand beef market, Silver Fern Farms has a vested interest in ensuring the success of its international beef programmes, driving value into the category in support of its farmer partners and shareholders.

Glenn Tyrrell, Silver Fern Farms’ Group Sales and Marketing Manager, says the company has been proactive in launching programmes into key North American, Middle Eastern and European markets underwritten by strong breed and grass fed quality attributes.

To support global and New Zealand clientele in the retail and premium food service market, the company has recently launched its Certified Angus and Hereford “Superbly Aged Beef” programmes, representing partnerships with certified breeders and suppliers.

“Customers had been extremely receptive to the quality attributes of the premium ranges, and both programmes — which form part of the Beef Backbone® Partnerships — were aimed at adding value to both farmer and market partners’ businesses,” says Mr Tyrrell.

New Market Development

The company is actively developing new markets with programmes underway in the Middle East, Singapore, Japan and the Netherlands, and Mr Tyrrell says opportunities are also being followed up in Tahiti and premium supermarkets in the US.

“Whilst all of these programmes are at an early stage, they hold the promise of consistent premiums based on strong differentiation and brand awareness.”

Certified Angus

Certified Angus selection is based on very specific criteria for size, tenderness and grade to ensure consistent high quality cuts every time. Says Mr Tyrrell: “Our supply chain process and controlled temperature conditions allow the Angus beef to age naturally while it is being transported to customers, ensuring tenderness. Grass fed beef offers benefits over grain fed options in that it is leaner, has high levels of Omega 3 polyunsaturated fats, and also has a lower carbon footprint. Further our Angus range has a guarantee that no growth promotants have been used.”

To qualify, cattle must be from 100% to a minimum of 75% Angus. The farmer is required to sign off on this and the programme is independently verified by AngusPure Ltd.

Booklet (PDF, 808 KB)

Hereford “Superbly Aged Beef”

Market demand has also seen the recent launch of the Hereford “Superbly Aged Beef” range of New Zealand beef NZFSA certified as minimum 50% Hereford, with no dairy cross. Aimed at the European and UK food service market, the range has already attracted significant interest from a range of customers.

Backbone® Hereford partnership selection criteria includes:

50% Hereford.
First Cross British Bred — either Hereford, Angus or Shorthorn.
Premium steer/heifer 245–325 kg.
pH up to and including 5.6.
No hormone growth promotants.
Dentition up to four teeth.

Pamphlet (PDF, 285 KB)

McDonald’s Programme

As the primary supplier to the McDonald’s NZ Angus programme, Silver Fern Farms continues to satisfy the specific and rigorous quality and supply requirements of the world’s largest fast food operation. Silver Fern Farms has now started supplying Angus cow and bull beef into the McDonald’s US market.

UK Retail

Silver Fern Farms has successfully established an ongoing Prime Beef programme in the UK, partnering with the UK’s largest cash and carry operator Bookers which offers branded and private-label goods sold into more than 400,000 customers including independent convenience stores, grocers, leisure outlets, pubs and restaurants in the UK.

Contact Silver Fern Farms

Prospective suppliers into these programme should contact their local Silver Fern Farms field representative, or contact supplier services at 0800 362 362.