Special launch of elite beef label goes down a treat

Guy Sargent (left), Tim Brittain and Jess Pryles launch a new development in AngusPure beef. PHOTO/ LAUREL STOWELL

There was a lot of lip-smacking at the launch of AngusPure Special Reserve on Friday night.

It took place at the well-groomed Rathmoy Lodge, near Hunterville. About 200 farmers, breeders and others in the meat industry attended.

Among them was the AngusPure brand ambassador, Jess Pryles, who gave a barbecue demonstration. She cooked and handed out tasty chunks of beef.

The launch was in the Rangitikei because many of the brand's farmers are there. Those attending were from as far north as Paihia and as far south as Geraldine, AngusPure chairman Tim Brittain said.

In the central North Island AngusPure cattle are killed by Land Meat and the meat is distributed by Chef's Choice in Whanganui.

AngusPure Special Reserve is an extension to the brand. It will be meat with extra fat marbling through it, making it more tender and tasty.

It will be sold in New Zealand but also exported to Asia and the United States. Its logo is in gold, to appeal to Asian aesthetics.

The meat will fetch higher prices and be used on the "best occasions". It will be another two years before there is a significant volume of product.

AngusPure meat is graded as animals are killed. To reach Special Reserve status, animals have to have the right genetics and the best management, Mr Brittain said.
"You need a steady plane of nutrition without check, and then the animals have to be handled with care and under low stress."

Farmers aiming to produce Special Reserve must give their animals special eartags, and next year a field representative will tour the country to spread information.

AngusPure is one of several Angus beef brands. Its head office is in Feilding.

It is half-owned by Guy Sargent and half by a group of Angus stud breeders.

In it people are licensed to produce and process AngusPure beef. The company audits licensees, monitors the animals and markets the meat. Licensees then pay AngusPure 2.5 per cent of takings.