Meat + Poultry - September 2004 - 38
Natural
to within one hour on all orders.
Outlands beef imports are managed by a former principal of a major shipping line that carried frozen New Zealand beef to the U.S. This
individual, who does not wish to be named, is using a mirror image
of the Outlands program to import Uruguayan organic, 100 percent
grass-fed, free-range beef into the East Coast. The Southlands beef
brand involves several producers and processors in Uruguay. Shipments to Whole Foods and other retail stores and to foodservice outlets began in January 2004.
Another New Zealand brand is
AngusPure, a program founded
two years ago and owned by Angus cattle breeders. The program
was launched initially in the local
market, starting with high-end restaurants. It then turned to exporting and approached Whole Foods
through Atkins Sheep Ranch.
This is a New Zealand-owned
company based in Oakland, Calif.,
that distributed lamb to Whole Foods for some years. A taste testing
was conducted in Northern California about 12 months ago and AngusPure began supplying Whole Foods. It currently supplies 19 stores
from Washington State to Fresno, Calif., 30 stores in Colorado, New
Mexico, Texas, Louisiana, three in New York State, one in Illinois and
one in Michigan. It supplies Whole Foods year-round. Whole Foods
buys mostly ribeyes and strip loins, and some chucks for grinding.
Napa is a year-round operation, Marin is seasonal.
Napa began selling beef in 2002. Half its sales are direct to end
customers, through its Web site, mailing list and a newsletter. The
company sells individual cuts and it also markets to several restaurants in the Napa Valley and San Francisco.
Marin Sun is in the process of expanding from selling 60 head in
2003 (five per week for 12 weeks) to five per week for six months
to eight months. Its business
You have to give
consumers a unique
eating experience
and do it every time.
Getting into the game
A new grass-fed beef producer is Western Grasslands Beef. It's
a product of the Western Ranchers Beef Cooperative, an organization of 12 to 15 ranching operations in Northern California. The organization describes W.G.B. as "always natural, 100 percent grassfed" beef, and the cooperative began supplying beef to retail and
foodservice outlets in March 2002. It currently supplies between 60
to 100 outlets, says general manager Ernest Phinney. W.G.B. harvested about 1,000 head in 2003 and Phinney projects to double
that number to 2,000 in 2004.
W.G.B. has established itself by focusing on providing quality beef
in terms of taste, tenderness and presentation. This begins with genetic selection and the young slaughter age of its cattle and continues through harvesting and further processing. "It takes a real quality
product to be successful," says Phinney. "Anything less than that and
the major packers will beat you every time. You have to give consumers a unique eating experience and do it every time."
W.G.B. has resolved a key marketing issue of year-round supply
because of the diversity of its rancher suppliers. As for quality, it is
strict in its selection of a genetic basis of cattle to supply its program.
It demands fast-growing animals that must have 75 percent Angus
genetics, and it harvests its cattle at 14 months to 16 months of age.
That's younger than most conventional grain-fed steers and heifers. Average live weight of W.G.B. cattle is 1,100 pounds, about 150
pounds lighter than a grain-fed steer.
Northern California is also home to two tiny but established
family owned, single ranch operations. They are Napa Free
Range Beef and Marin Sun Farms. Each produces 100 percent
grass-fed beef and harvests only one or two cattle per week.
28
MEAT&POULTRY
plan includes building its own Ernest Phinney,
further processing plant. The Western Grasslands Beef
company's sales mix is: Farmers markets 45 percent; own retail store 25 percent, restaurants 25
percent; and Internet sales five percent.
Marin Sun maximizes the value of each carcass in a variety of
ways. It sells mostly hamburger beef and bones to restaurants, and
trim and bones to a specialty dog food manufacturer. It will start
manufacturing a 100 percent grass-fed beef frank soon. The company plans initially to sell these direct and then get a restaurant
chain to carry the brand.
Another new name is Mesquite Organic Beef, based in Denver, Colo. It claims to be the nation's only large-scale producer of
U.S.D.A.-certified organic, grass-fed beef. Mesquite was founded by
Denver cardiologist Steve Atchley. The company's cattle are raised
on ranches in Texas and Oklahoma. Its beef sells in retail stores in
New Mexico and Colorado, including 15 Wild Oats stores. Mesquite
offers ground beef, nine whole muscle cuts, liver and soup bones.
"Natural" beef got a big boost from the discovery of the first bovine
spongiform encephalopathy case on U.S. soil. Some companies report sales spikes of up to 50 percent. But the numbers are still insignificant compared to conventionally produced beef. Major importer
Swift believes grass-fed beef will not displace grain-fed beef, but will
instead supplement it. Grass-fed will remain a tiny percentage of the
overall market and can't grow much more because of limited supplies
in Australia and New Zealand, it says.
On the other hand, analysts note that Uruguay is exporting more
and more beef to the U.S. and Brazil could become a major exporter
when its foot-and-mouth disease status changes. The "natural" niche
may be small, but it is becoming more dynamic.
M&P
The author is editor and publisher of Cattle Buyers Weekly,
Petaluma, Calif. (www.cattlebuyersweekly.com).
www.MEATPOULTRY.com
We would like to hear from you-
your comments and questions
about this article are welcome.
E-mail the author at: meat&poultry@sosland.com
SEPTEMBER 2004
http://www.cattlebuyersweekly.com
http://www.MEATPOULTRY.com
Meat + Poultry - September 2004
Table of Contents for the Digital Edition of Meat + Poultry - September 2004
Contents
Meat + Poultry - September 2004 - 1
Meat + Poultry - September 2004 - 2
Meat + Poultry - September 2004 - 3
Meat + Poultry - September 2004 - Contents
Meat + Poultry - September 2004 - 5
Meat + Poultry - September 2004 - 6
Meat + Poultry - September 2004 - 7
Meat + Poultry - September 2004 - 8
Meat + Poultry - September 2004 - 9
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