JBS Australia introduces new beef brand Little Joe
Joining the Great Southern brand family, part of JBS Australia, Little Joe beef features rich marbling and eating quality that people usually associate with breeds like Wagyu.
“We are redefining premium beef with the introduction of Little Joe,” he said. “It is the crème de la crème when it comes to Australian beef products, offering a level of marbling and eating quality that has never been seen before in grassfed beef.
“Further, it is 100 per cent natural which means this beef is for the meat lover who not only wants to savour the taste, but feel good about where it has come from and how it has been produced.”
Little Joe is guaranteed to be produced from cattle that have been raised on a 100 per cent grass diet their entire life, meet a high marble score, and are free of antibiotics, added hormones and genetically modified organisms. The cattle must also be pasture‐fed and raised by specially licensed livestock producers that are independently, third-party accredited through the JBS Farm Assurance Program.
“This beef will make its way to only the most discerning of restaurant customers and diners,” he said. “We will handpick the supply chain partners that will add the most value to the brand for everyone involved — from paddock to plate.”
Little Joe will be sold in Australia and exported to a number of countries around the world, including China, the US, Japan, and the Halal markets in the Middle East and Malaysia.