Report Detail Page

A value chain approach to pasture finished beef systems

The Australian premium grass fed beef industry has evolved over recent years as a result of vastly changing markets and complex consumer preferences. Supply chain inefficiencies from animal production through to market have existed within the grass fed beef sector, reducing on farm adoption, profitability and processor efficiency. 

In 2014 JBS launched their third party accredited, Farm Assurance (FA) program, underpinning a new pasture fed beef brand ‘Great Southern’.  The FA program is entirely market driven. The market required commitment from JBS to supply a premium product year round.

JBS in collaboration with the Department of Economic Development, Jobs, Transport and Resources Victoria (DEDJTR) and MLA adopted a value chain approach to the production, processing and marketing of the Great Southern brand in response to the new market. JBS FA suppliers across Victoria engaged in a three year program that focused specifically on improving their continuity of supply and ability to consistently meet the JBS pasture fed specification.

Through regional producer group engagement and regular communication activities, supply and compliance issues were targeted for improvement, resulting in an increase in overall compliance and a reduction in eating quality ungrades.  Engagement by JBS supply chain management and livestock team through all segments of the chain resulted in pricing  giving a clearer market signals that more reflected production costs and an increased level of transparency in market analysis and supply.  Evidence of pasture based finishing systems for year round supply have been demonstrated, however further research and cost analysis is required.  Producer involvement is continuing to grow with recognition of a new inclusive value chain approach being delivered. 


Title Size Date published
2.9MB 12/01/2017


Contract No. Title Start date End date Funding type
A value chain approach to pasture finished beef systems
01/11/2013 24/04/2017

This page was last updated on 30/08/2017

Join myMLA today

One username and password for key integrity and information Systems (LPA/NVD, NLIS, MSA & LDL).

A personalised online dashboard that provides news, weather, events and R&D tools relevant to you.

Customised market information and analysis.

Learn more about myMLA

myMLA Sign Up

Already registered for myMLA?

Sign in here