JBS Australia’s Great Southern has grown to become the world’s largest farm-assured grass fed premium branded meat protein venture.
A decade on from its expansion to cover both beef and lamb, it continues to grow in scale. On average it now accounts for 3500-4000 beef carcasses and 12,000 farm-assured lambs each week. All producers are audited under the JBS Farm Assurance programme, a third-party certification program to certify producers’ claims concerning the land that cattle were raised on. The Assurance programme was the first of its kind, and today is the largest programme in Australia that involves a world-standard, third-party audit of its livestock suppliers every 18 months. This audit certifies that the producers’ beef and lamb meet rigorous quality and sustainability standards, which is communicated to customers in-store via the Farm Assurance logo.
JBS Southern Head of Sales Robert Ryan attributes Great Southern’s growing popularity with consumers to the market’s increased expectation of transparency across the value chain and assured sustainable production.
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