AWHI launchs Prime Angus Beef brand

Over the last year, high-end restaurants across Auckland have been serving quality beef products from farms owned by Ātihau- Whanganui Incorporation (Awhi) and a high-profile brand launch helped raise the product’s profile further.

The event was held at Auckland’s Mantells On The Water in February, in partnership with produce distribution company Foodchain, to showcase Awhi Ruapehu Angus Beef to top Auckland chefs, restaurant owners and various Māori business entrepreneurs.

AWHI CEO Andrew Beijeman says the launch was the perfect opportunity for the Incorporation to reach out to these key stakeholders.

“We also wanted to engage with potential new customers and launch the new Awhi Ruapehu Angus brand,” he added

Critically acclaimed restaurants such as Fish at the Hilton and Woodside Bar & Kitchen were some of the big names attending the event. Both five-star eateries have been offering Awhi Ruapehu Angus on their menus to discerning customers for some months.

Mana Whenua, Ngāti Whātua o Ōrākei welcomed the 60 guests, including 15 representatives and kaumātua from the incorporation, with a pōwhiri. AWHI Tikanga and Branding Manager, Whetu Moataane explains the importance of engaging with other iwi. “It was right for us to engage and meet with Mana Whenua of Auckland city, especially when we are doing business in their rohe. Whakawhanaungatanga is important for the incorporation and we look forward to building on and continuing this relationship with Ngāti Whātua.”

Above: Event entertainment Seth Haapu (Musician)

Guests were entertained with acoustic and sweet sounds by acclaimed musician and our very own Seth Haapu, who has whakapapa connections to the Whanganui river and a beneficiary through the Teki and Houra families.

Canapes were served throughout the afternoon which gave guests the opportunity to taste the succulent and flavoursome beef raised on Awhi whenua.

“Restaurants these days aren’t just selling steak. They want to sell a product that has integrity and a story behind it, the Awhi story really resonates. They like our environmental practices, our sustainability. They like the way we breed our product on our farms and that we’ve kept to our core values,” says Andrew.

Awhi Farms Ruapehu Angus is 100% grass-fed, raised in family herds on nine farms on the fertile soils around Mt Ruapehu following the paddock-to-plate philosophy, with each animal traceable to the farm where it was born and raised. The taste and quality of the meat is due to the care and attention the animals are given during their lifetimes, along with the careful genetic selection process followed when breeding. Awhi cattle enjoy access to plenty of fresh water, shade and clean mountain air, with minimal stress caused by transportation or handling.

The Board was pleased that the launch also cemented the strong strategic partnership AWHI has built with Foodchain.

“We are always in contact, we share ideas,” Andrew explains. “As a partnership we are committed to working with customers who align with our values to produce a premium product in a sustainable way.”

Above center: Mavis Mullins (Chair)

Chair of Ātihau-Whanganui Incorporation Mavis Mullins says the successful launch marks ten years of hard mahi to build the brand and its reputation.

“We worked hard on the farms to ensure our genetics were right, our farming systems are right and that our people management was right to achieve the right results,” she added. “It was hugely satisfying being in the same room as top chefs using our product. It goes to show that we are not just farmers in the middle of the North Island in an isolated manner. We are an important part of a bigger pipeline.”