Hereford True Beef and Hereford Beef will cater for grassfed and grain assisted purebred and British bred crosses with a 50 per cent Hereford component.

Eligible steers and heifers will be hormonal growth promotant free, have a hot standard carcass weight above 150kg and be processed by Atron Enterprises, of Casino, NSW.

On current grid rates, Atron will pay up to 400c/kg for a Meat Standards Australia graded grassfed steer (280-300kg HSCW, 5- 22mm fat and 0-2 teeth) and up to 380c/kg for the equivalent heifer under the program.

Herefords Australia chief executive officer John McKew said the beef brands had been considered by the Herefords Australia board as a key strategic imperative for the breed’s long-term sustainable growth.

The Hereford branded beef program will be launched in Sydney to wholesalers, retailers, chefs, restaurants and food media early next year.

It will be progressively rolled out to Brisbane and Melbourne markets.

The flagship brand, Hereford True Beef, is a grassfed premium purebred Hereford product destined for the high-end food service sector, and with a strong emphasis on primal or sub-primal cuts.

The brand is owned by Herefords Australia and processed under licence by Atron Enterprises.

Both Hereford and Hereford cross cattle are eligible for Hereford Beef, the high quality volume mainstream brand.

Mr McKew said cattle sourced for Hereford Beef required a minimum 50 per cent Hereford genetic content within a 100 per cent British breed cross.

“With an emphasis on grassfed, allowance will be made to accept grainfed animals within this brand but in a clearly differentiated manner,’’ he said.

The Hereford Beef brand is jointly owned by Herefords Australia and Atron Enterprises.

A separate skills-based advisory board, the Australian Hereford Beef Brands Advisory Board, was appointed to oversee the project.

Herefords Australia chairman Steve Reid said cattle involved in an introductory trial phase this month would be evaluated under the Hereford True Beef product specifications.

Mr Reid said a southern processing option was expected to be available within a year to complement Atron Enterprise’s northern footprint.

“Wide consultation was conducted with processors Australiawide since this program started in 2013,’’ he said.

“Whilst a number of processors expressed interest in the program, it was David Larkin, managing director of Atron Enterprises, and his team who recognised the potential for a Hereford branded beef product, and demonstrated from the beginning a strong desire to partner with us.’’

Aside from the Casino plant, Atron also process cattle in Queensland at Stanbroke in Gatton and Meramist in Caboolture.

The company has offices in Melbourne, Sydney, Casino and Queensland, along with food service businesses in Sydney and Brisbane.

“Atron are highly experienced in managing successful beef brands and provide an integrated business solution that includes livestock purchasing, meat processing, marketing, wholesaling and retailing,’’ Mr Reid said.

“They are also experienced in the export of beef brands into a number of international markets.’’

Atron’s most dominant export markets include the US, Japan, Korea, Indonesia, EU and Middle East.

Herefords Australia and Atron Enterprises will hold information days on the branded beef program for beef producers throughout NSW and southern Queensland early next year.

Details will be available on www.herefordsaustralia.com.au.