Understand what the eating experience of Wagyu represents to the customer and work backwards ...
AACo: THE ART OF AUSTRALIAN BEEF IS BASED ON DATA AACo’s Chairman Don McGauchie is quoted as saying that “we start with the customers, the very highest-end customers, chefs and people prepared to pay the very highest prices for a very high-quality product.”
“Then we work back through the marketing, distribution and integrated supply chain, back to the decisions we make about the genetics of what we do…” Under the guidance of CEO, Hugh Killen, the message and modus operandi, remains the same. Understand what the eating experience of Wagyu represents to the customer and work backwards to achieve the very best you possibly can. As the biggest stock exchange listed cattle company in Australia, the sheer scale of AACo is enormous. With a property holding that represents around 1% of Australia’s land mass spread over 23 properties that includes stations and feedlots across Queensland and Northern Territory, and at least half a million head of cattle, the management logistics require careful planning and strategy through a fully integrated supply chain.
TO THE PLATE The principle aim, as highlighted by McGauchie, is to provide the very best product for consumers and hospitality. AACo has spent many years developing and marketing its core brands based on what consumers are looking for. Aligning the brands with Meat & Livestock’s MSA grading system to quantify the eating quality allows the company
to position each brand within a specific segment and expectation. Master Kobe and Kobe Cuisine reflect the origins of AACo’s move into Wagyu with a minimum marble score of 8 and 6 respectively. The Wylarah and Westholme brands consistently grade at MSA four and five stars and are more often than not listed on the menu under their brand identification. “Brand recognition is an important element in our product as it represents our unique business and operations – we call it the Art of Australian Beef,” says Hugh Killen, CEO. “We work with chefs, brand ambassadors and distributors to ensure that when they see the brand name they understand exactly what it is they are receiving and it is up to us as a company to provide a consistent product every time that performs the same way each time it is served. “The product needs to be able to stand on its own merits based on the quality it represents, not just on its genetics. The brand is about our company – the care, the ethics and approach to sustainable farming operations.” AACo products are distributed throughout Asia with major markets in Singapore, Taiwan, Korea and Japan. Further abroad, products are found in UAE, USA, Europe and the UK. More than 90% of AACo product is exported. The company encourages the use >>> page 10 ISSUE 70 - THE AUSTRALIAN WAGYU UPDATE
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