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  • Writer's pictureKate Stark

Booroomooka breathes fire into Phoenix brand

Photo: iStock


Genetics at forefront of brand

MORT & Co’s Phoenix beef range has gone from strength to strength over the past 18 months, recently adding Booroomooka Angus to their 150-200 day EU feed program.

Private client manager Berry Reynolds said the introduction of the New South Wales steers off Glenroy, Bingara, into the feedlot has had a positive response from their export beef clients.

“We’ve been very impressed with their performance on feed and their carcase attributes,” Mr Reynolds said, adding the milk-tooth steers from the Munro family have been averaging an impressive 3.3MB at 385kg dressed weight.

“If every Angus steer we fed performed like them, we’d be very happy.”

With a heavy focus on marbling, Mort & Co are confidently entering the international market, exporting chilled beef into China, parts of the Middle East and Europe.

“[Phoenix] is only about 18-months-old but we couldn’t be happier with the feedback we’re getting from our international customers.

“There’s been a bigger focus with Angus breeders on marbling than ever before and that’s being dictated by market trends.”

Mr Reynolds said Mort & Co’s Phoenix beef brand targets a MB 2+, however are now being paid a premium for their marble score of 3 or better.

Working alongside Booroomooka producers Hugh and son Sinclair Munro, Mr Reynolds said the company had a responsibility to ensure the profitability and quality of the end product.

“I work primarily to develop relationships with Angus breeders to increase the inventory of EU Angus feeders in the feedlot and we’re slowly developing that relationship with Booroomooka,” he said.

“We feed the data we collect back to them and that allows them to make more informed decisions regarding their genetic selection.”

Mort & Co has fed four pens of Booroomooka Angus steers since the beginning of the year with the cattle responding well to the steam-flaked grain ration.

With demand for the Angus breed feeding into a niche market both internationally and at home, Mr Reynolds said there was greater scope to lift the bar on consumer expectations.

“Angus beef cattle aren’t subject to the commodity cycle to the same extent as commercial crossbred cattle and this gives them a point of difference,” Mr Reynolds said.

“The next stage is to generationally improve the Booroomooka Angus beef genetics - it’s all about working together so both parties can prosper.”

  • Written for the Spring Beef Feature, printed by Fairfax Media.

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