By Jon Condon
Greg Norman sees a big future for quality Australian
grain-fed beef in the United States. "There is no doubt that Australian
food products, and beef in particular, resonate very strongly with U.S.
consumers, because of this country's clean, green, wholesome image," he
said.
The Great White Shark was in Brisbane in November to
announce a joint venture with the world's biggest beef producer, the
Australian Agricultural Company, which will lead to the launch of the Greg
Norman Australian Prime beef brand on to export markets.
While the initial push will be into the U.S. foodservice
sector, other destinations where golf is popular, in Asia, the Middle East,
and elsewhere, will also benefit.
Greg Norman Australian Prime will market both 120-day
shortfed beef similar to AACo's 1824 brand, as well as an elite, high
marbled Wagyu product akin to the company's Kobe Cuisine and Darling Downs
beef.
"Greg is a Queenslander, and is already doing great
things with Australian wines in the U.S. market, so there is a natural fit
with our beef products," AACo managing director Don Mackay said.
"The opportunity for branded beef continues to grow, and
with the markets increasingly looking for assurances over food safety,
traceability and integrity, the best way to capture the value behind is
that through branding," Mackay added.
Norman described his favorite piece of beef as a
"350-gram grainfed Wagyu sirloin," saying he enjoyed the unique flavor and
juiciness that Wagyu beef delivered.
"There have been a few issues around the world with beef
in recent years, but the creditability of the product coming out of this
country, and from AACo in particular, is second to none," he said.
"There is a big resurgence in the image of beef
generally in the global market, and Australia is going to play a key part
in that."
The Shark displays a surprising affinity with the
Queensland cattle industry, having spent long periods when he was younger
working and fishing on a friend's property on the Gregory River in the Golf
of Carpentaria.
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