Harvey Beef retail ready export market development capability building activity

Summary

Harvey Beef completed necessary equipment instalment and commissioning for its retail ready product export operation; established distribution protocol and launched a range of premium Harvey Beef branded retail ready product in Hong Kong, Mainland China, Mauritius, Myanmar, and Taiwan and are in the process of launching into Thailand and Qatar.

Harvey Beef took the approach of packaging the product to have the same look as the domestic Harvey Beef branded retail packs enabling consumers to purchase the products as they would if they were in Western Australia. This approach was found to work well.

Production of fixed weight retail steak products for export resolves the issues around labelling product prior to shipment and the use of accurate portion-controlled equipment (i-Cut 130) ensures low yield loss and low giveaway. Fixed weight portioning is preferred by retail businesses as it gives them confidence on consistency of product and allows flexibility around price structures.