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PALM BEACH, Fla. -- Greg Norman introduced a new luxury
brand of Australian beef to a select group of U.S. beef distributors at a
distributor launch conference.
Called Greg Norman Australian Prime™ (GNAP), the new
brand is led by its flagship range, Greg Norman Signature Wagyu, a 350-day,
grain-fed, super premium line of Wagyu beef. It is accompanied by Greg
Norman Premium, a range of 120-day, grain-fed beef. The range also includes
Greg Norman 100 percent Australian Beef Patties and Hot Dogs.
GNAP is produced in partnership with Australian
Agricultural Company (AAco), Australia's oldest surviving corporation,
founded in 1824. The company has more than 600,000 BSE-free cattle on 24
stations and feedlots comprising 22 million acres in Australia's Queensland
and Northern Territory. AAco's "farm-to-plate" standard ensures complete
management over the entire supply chain. The entire range is
USDA-inspected and approved.
Greg Norman Signature Wagyu is graded on the traditional
Japanese marbling scale, currently achieving marble scores 5-7. Pronounced
WAG-oo, Wagyu beef is considered a super premium beef not only because of
its generous marbling, but because of its fat quality. Wagyu (translates to
"Japanese Cow") cattle are bred to produce fat that is substantially lower
in saturated fats than other beef.
The 120-day, grain-fed Greg Norman Premium is graded by
Meat Standards Australia for meat color, fat depth, breed content,
marbling, maturity and ultimate carcass pH, and is one of the most rigorous
grading systems in the world. The range is the world's first fully
I.D.-trackable, "farm-to-plate" beef range. This process ensures that Greg
Norman Premium or Signature Wagyu diners, as well, will enjoy a
consistently excellent quality of grain-fed beef that's been aged for
maximum tenderness and flavor.
No stranger to the beef industry, Norman has been
ranching most of his life and is directly involved with many facets of his
new beef line, including grading issues. In addition to winning 91
tournaments over his 30-year professional career, Norman is also an
accomplished businessman. His ventures include California and Australian
wineries, restaurants, a successful apparel line, golf course design, real
estate development, and a new book detailing his entrepreneurial successes.
Seeing a big future for quality Australian grain-fed beef
in the United States, Norman says, "There is no doubt that Australian food
products, and beef in particular, resonate very strongly with U.S.
consumers because of Australia's clean, green, wholesome image."
Said Don Mackay, AAco managing director, "Greg is already
doing great things with Australian wines in the U.S. market, so there is a
natural fit with our beef products. The opportunity for branded beef
continues to grow with markets increasingly looking for assurances over
food safety, traceability and integrity. We believe the credibility and
quality of the Greg Norman name will ensure the steady growth of Australian
Wagyu and the Greg Norman Australian Prime brand for many years to come."
For distribution information, contact Broadleaf USA, 5600
S. Alameda Street, Suite 100, Vernon, CA 90058 (TOLL FREE:
800-336-3844).
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