Page 1

NOVEMBER 2013

00

AUSTRALIAN BUTCHERS’ GUILD NEWSLETTER NOVEMBER 2013


For all your Australian Butchers’ Guild enquiries please contact

AUSTRALIA

Stephen Pocock Trade Marketing Manager T. 03 9249 9510 M. 0411 680 506 E. spocock@mla.com.au

NSW/ACT

Matthew Carmody State Program Manager T. 02 9463 9236 M. 0411 680 507 E. mcarmody@mla.com.au

VIC/TAS

Michael Tan State Program Manager T. 03 9249 9593 M. 0408 385 873 E. mtan@mla.com.au

QLD/NT

Gary McPherson State Program Manager T. 07 3620 5211 M. 0411 680 515 E. gmcpherson@mla.com.au

SA

Brett Atkinson State Program Manager T. 08 8471 5800 M. 0411 680 519 E. batkinson@mla.com.au

WA

Rafael Ramirez State Program Manager T. 08 9209 2890 M. 0408 083 014 E. rramirez@mla.com.au

Meat & Livestock Australia Limited (MLA) Level 1, 40 Mount Street North Sydney NSW 2060, Australia T. +61 2 9463 9333 F. +61 2 9463 9393 W. www.mla.com.au

With the relaunch of the Red Meat Networking Club (RMNC), under the new name Australian Butchers’ Guild. The printed newsletter will now be sent out via a monthly eNewsletter. The eNewlsetter will continue to deliver cutting edge information, tips and up to date marketing ideas to assist you in driving your business forward.


CONTENTS 4 STATE WRAP UP 6 MSA PERFORMANCE 8 A U S T R A L I A D AY C A M PA I G N 2 0 1 4 10 BUTCHERS’ PROFILE 14 LAMB MINCE 16 FORMAL ENTERTAINING


04

AUSTRALIAN BUTCHERS’ GUILD NEWSLETTER

QLD & NT

After each campaign it is important we receive feedback, allowing MLA to improve future campaign activities for our retailers. Thank you to the Australian Butchers’ Guild members who participated in the latest spring lamb campaign survey. All feedback forms were placed in a draw with Yandina Butchery being the winner of two whole lamb carcases. Our recent paddock to plate tour was held in the Bundaberg region, we had a selection of chefs and butchers attend and highlighted the professional nature and integrity of the production system – from the producer, feedlot to grading of carcases at Biggenden Abattoirs followed by a MSA steak for dinner.

WA

A big thank you goes out to the retail butchers who attended our recent relaunch Australian Butchers’ Guild where we previewed “Throw another Steak on the Barbie” summer beef campaign. As an Australian Butchers’ Guild member you should have now received your beef in-store promotion package where your customers purchasing beef will have the opportunity to win an amazing Weber Summit E67 Grand BBQ or one of 100 Weber baby Q120 consolation prizes. If you haven’t received you summer POS, please ring Rafael on 0408 083 014. Congratulations to Alan Beattie from Alan Beattie Meats who recently celebrated 50 years of butchery.


NOVEMBER 2013

05

VIC & TAS

Congratulations to all the finalists and category winners at the 2013 AMIC Tasmanian Sausage King Competition that was held recently. It was great to see that winners and place getters are current Australian Butchers’ Guild (ABG) Members. Specific mention to Shane Mundy of West Hobart Gourmet Meats for taking honors for Traditional Australian, with Christine Bessell of Wayside Butchery and Nigel Birrell of Nigel’s Gourmet on Tamar tying for second. I should also applaud Phil Groves of The Sausage Shop and Shane Mundy for taking 2nd and 3rd places respectively with Peter Johnson of Johnsons Gourmet Meats taking 1st prize for Australian Lamb. ABG wish you the very best in the National finals.

NSW & ACT

Introducing Matthew Carmody to the role of NSW/ACT State Program Manager. Matthew takes over the reins from Doug Piper who has taken on the role of Technical Support Manager. Doug will still be on hand to lend his skill with demos and butcher events. Prior to joining MLA, Matthew worked for Rivalea Pork as NSW Business Development Manager. Thankfully realising the error in his ways, made his way over to the Red Meat fraternity! On the 12th of November, butchers from all over metropolitan Sydney attended the Australian Butchers’ Guild launch held at the Oaks Hotel “Terrace Room” in Neutral Bay. The night included a presentation on the newly launched Australian Butchers’ Guild, the upcoming Tri Nations challenge and a MSA update followed by a juicy MSA steak and a few beers for dinner. A great night had by all.

SA

It doesn’t take long for the days to get hotter and longer, so be on the front foot and make sure your cabinets have the right offerings this season. BBQ cuts and value added products (check out the BUYP Vol. 5), for colourful Christmas ideas and get inspired. Lately the trend hitting the foodservice industry have been in lamb cuts, easy carves and butterflied legs (thinly sliced) for salads and pulled shoulders. As for the beef cuts, brisket and sub primals of the rump have been a hit. Finally congratulations to Trevor Hill from Bruce’s Meats, Torrens Park, for making it into the Australian Tri-Nations Butchery Team for 2014.


06

AUSTRALIAN BUTCHERS’ GUILD NEWSLETTER

MSA PERFORMANCE 2012 - 2013 During 2012/13 the MSA program continued to grow with over 2.4 million cattle and 5.4 million lambs being presented for MSA grading through 51 MSA licensed abattoirs. To support this growth, there has been a large increase in the number of farmers becoming registered to supply MSA livestock, the number of retailers adopting MSA in their business and more and more brands of lamb and beef underpinning their product with the MSA grading system. Importantly the program is resulting in clear price premiums throughout the supply chain and is leading to a greater focus on eating quality.

Don’t miss out on the growing demand for MSA beef and lamb, getting licenced is easy, call 1800 111 672 or visit www.mla.com.au/msa

What was happening with MSA in the retail sector? As of June 30, 2013, there were 332 MSA-licensed wholesalers supplying 2,113 MSA-licensed outlets Australia wide with MSA beef and sheepmeat. These outlets include independent butchers, supermarkets and food service operators. Over 1,000 people employed in these businesses also participated in MSA training through face to face or online programs. The average price differential for MSA beef at independent butcher stores across all major primal cuts in 2012-13 was $1.48/kg, an increase of 18% when compared to the previous year. Butt fillet averaged the highest price differential at $3.31/kg, followed by cube roll at $3.05/kg and Striploin at $1.83/kg. With more MSA beef being produced than ever before, retail premiums for major MSA primals were at their highest in four years during 2012-2013.


NOVEMBER 2013

07

MSA AVERAGE RETAIL DIFFERENTIALS 2012-2013 PRICING DATA PROVIDED BY MILLWARD BROWN $3.50

$3.00

$2.50

$2.00

$1.50

$1.00

$0.50

$/KG

f ry

Be e

f

St irF

ce d

Be e

de Di

Bl a

Si lve rs id e

uc kl e Kn

p Ru m

on e T-b

n oi pl St ri

ill et tF Bu t

C

ub

e

Ro ll

$0.00

$/KG

Cube Roll

3.05

Butt Fillet

3.31

Striploin

1.83

T-bone

1.38

Rump

0.91

Knuckle

0.60

Silverside

0.40

Blade

0.35

Diced Beef

0.91

Stir-Fry Beef

0.80

Average (All)

1.35

Average (Prime Cuts)

1.48


08

AUSTRALIAN BUTCHERS’ GUILD NEWSLETTER

Australia Day Campaign 2014 Production is well underway for the 2014 Australia Day Lamb campaign. The new campaign sees Sam Kekovich leading the charge for his 10th consecutive year, delivering his message in the usual and unmistakable forthright manner. Having tackled the big issues both here and abroad over the years, we now follow him as he encourages parents to set the right example for their children by barbecuing Lamb on Australia Day. The campaign will launch on Sunday 12th January and will be in market for 2 weeks in the lead up to Australia Day. It will feature TV, Outdoor billboards, online banners and in store POS, plus the highly successful in-centre shopper panels across the country. The campaign will also be supported by a Facebook promotion for which the details will be released closer to launch. Keep an eye out for your POS delivery which will arrive at your shop between the 6th and 10th of January. Keep an eye out for the box with the Sam sticker on the top.


NOVEMBER 2013

09


10

AUSTRALIAN BUTCHERS’ GUILD NEWSLETTER

FORMAL ENTERTAINING Munro’s Quality Meats The Winning Recipe

Munro’s Quality Meats at Wilberforce, NSW, is certainly a family affair. Three generations of Munro’s have served locals and Hawkesbury River holidaymakers. Here, Barry Munro explains how MSA is the key ingredient in the winning recipe of old-fashioned service blended with new innovations, which keep their customers coming back.


NOVEMBER 2013

How has Munro’s Quality Meats changed since it opened? My dad, Harold and I opened the store in 1985, in a shopping centre located at the crossroads of two major tourist destinations. I have seen the rural area of Wilberforce grow over the past 28 years. When we first opened, there were only four stores in the shopping centre, now there are 12, although we are the only original owners still trading there. My eldest son, Craig, started his butcher apprenticeship in 2005, and my youngest son, Glenn, has also recently completed his own apprenticeship, so I'm proud to have them as part of the team along with seven other staff members. What are some of the changes you have seen to the retail meat industry since 1985? There has been a lot of changes, especially in technology. When I first started butchering, we used hand saws and needed a whole room to bone-out carcases. Now, we have electric saws, vacuum packing machines and source a lot of boxed product to meet our customers needs. We've branched out in terms of our product range - such as value-added products and prepared meats for parities - and our business has responded. Why did you start stocking MSA-graded beef? We used to sell beef produced at our farm at Orange, but it was difficult to provide a consistent supply during drought years. I started researching MSA as a way to ensure a more consistent and continuous

11

product range. We started using MSA products in late 2005, although we didn’t advertise it until I completed the MSA Eating Quality Integrity and Red Meat Essentials courses in 2007. I really enjoyed these training programs, so I put the rest of our staff through the training as well. How have your regional customers responded to MSA? We have great feedback – some of our MSA beef comes from Queensland and Tasmania, so it gives our customers access to brands from around the country. We pride ourselves on the belief that we are the only quality butcher shop in Wilberforce and the MSA program ensures perfect eating quality for our ever-growing customer bases. Shop 2, Wilberforce Shopping Centre Wilberforce 2756, NSW AUSTRALIA

What are some of the other ways MSA has benefited your business? The ability to buy boxed MSA beef not only gives us access to consistent, quality beef regardless of the season, but allows us to run a more efficient business as we can also respond to consumer trends by ordering in exactly what we want. We no longer need a boning out room, so can use our limited floor space more efficiently. We have also reduced wastage - when we boned out carcases, we produced 10 Zulu bins for disposal each week, but have reduced that to 1.5-week. On a pricekg basis, this saves us 1000-week in wasted produce.


12

AUSTRALIAN BUTCHERS’ GUILD NEWSLETTER

What are your top MSA sellers? Definitely rump steak, as well as the traditional cuts, we value add by producing rump as steak Diane (trimmed with sauce), pepper steak, and rump roast. All our beef is MSA, so our customers are guaranteed eating quality (if they use the correct cooking method) whether they buy a steak or a stir-fry. How important are the supply chain relationships which underpin MSA in your store? We have developed close relationships with our MSA suppliers in a way that many might envy. There is no such thing as a quick phone order – our conversations last a lot longer and don’t just cover business, but family, sports and other shared interests. It’s important to have a good relationship with your suppliers; I believe that if everyone along the chain communicates, the product will be of a quality expected and what our clientele deserve. A customer entering your store can’t help but notice the MSA branding – why is increasing awareness of MSA so important to you? We have the MSA logo plastered everywhere - from our delivery van to our shop windows to our aprons. All our staff proudly wears the MSA logo on their uniforms, so the symbol is now known by our customers for its quality eating and consistency. The staff and I have taught our customers about MSA products and its quality assurance program, and in turn our customers have really embraced the

system to the point that we now only stock MSA beef. We recently renovated the shop front to provide more counter area to display bulk MSA products, and we hope to continue expanding the product lines. How do you communicate with customers, to promote MSA and your other products? MLA have been really helpful in marketing the products through pamphlets and recipe books. When we package up a customer’s meat, we slip an MSA leaflet in on top so they can read it at home, as a subtle way of educating consumers about the product. We rely solely on wordof-mouth for advertising, even to the tourist trade, as we supply meat to local ski parks along the Hawkesbury. Who is your typical customer, and what are they looking for? Half our customers are local, and the rest are tourists holidaying along the Hawkesbury River. We have been here so long, that we are now serving third generation customers. We have customers who remember how Dad used to give them a free frankfurter when they came into the shop with their parents, and now we are doing the same for their children. A lot of the holiday makers have also been coming to us for years - they stop in when they arrive in town to get BBQ meat, and then again when they are on their way back to Sydney to buy meat to take home. We ask each customer what they are looking for, how they want to cook, and then suggest the best cut. Educating customers on the best way to cook their


NOVEMBER 2013

13

meat is important for us, to ensure they have a good eating experience. You have notched up a couple awards since you and Craig took over the business two years ago – why are these so important? In the first year Craig and I bought the business, we won Business of the Year at the 2012 Hawkesbury Local Business Awards, which made us very proud. Then, we won the ‘Fresh Food’ category at the Australian Small Business Champion Awards, held in Sydney in April this year. The award was presented by the NSW Leader of the Opposition, John Robertson, who is actually one of our customers. When he saw our name, he announced, “That’s my local butcher!” It was a proud moment, to be supported by our customers, even on a national stage. The positive feedback we receive from customers really gives us job satisfaction.

And finally, what’s on the menu for dinner tonight?

Cattleman’s cutlet (scotch on the bone) slow roasted with mixed vegies and a small glass of red wine.


14

AUSTRALIAN BUTCHERS’ GUILD NEWSLETTER

LAMB MINCE Masterclass

1.

Unless specified, minced or ground lamb is produced from lamb trimmings.

2.

The amount of fat in mince can vary depending on the cuts used or fat added. Lamb mince can be fine or coarse depending on how it is being used in a dish.

3.

Your customer should specify the desired fat content which is described as Chemical Lean (CL) or Visual Lean (VL) and if you’d like it to be fine or coarse minced meat.

4.

Lamb trim ordered from your wholesaler will usually carry a measurement of Visual Lean which is a trade ‘guestimate’ of the fat content, based on visual inspection. So 80VL means 80% lean meat and 20% fat content.

Chemical Lean (CL) is the ‘chemical’ measurement of meat to determine its fat content. The known relationship between moisture and fat in meat is used to estimate the CL. This is done by drying out samples of meat. The loss of weight on drying is expressed as a percentage of moisture content.

5.

Meat from separate cuts and textures should be minced separately and then mixed together. The cut we have chosen to mince is leg and therefore the batch can be minced as one.

6.

These cubes represent what 80VL would look like before mincing.

7.

This will end up as 90VL.


NOVEMBER 2013

8.

15

A mincer is the most efficient piece of equipment for making mince meat. Feed the meat through the mincer piece by piece, don’t force haphazardly or this will yield uneven textures within the mince.

80VL

9.

The friction of the plates in the mincer will generate heat. It’s important to moderate the temperature. If you are mincing a large amount of meat, stop between batches to re-chill equipment. You could do this quickly by rinsing in cold water or mincing some ice.

90VL


AUSTRALIAN BUTCHERS’ GUILD NEWSLETTER

16

FORMAL ENTERTAINING Mexican Lamb Meatballs Racking Up Your Profits Vol. 2

If there’s anything the past couple of years have taught us in dining, it’s that Mexican cuisine is well and truly here to stay. Think bright, fresh and aromatic flavours and hands-on food that’s fun for everyone. Pair it with refreshing salsas, colourful salads and punchy dressings to really channel the heart of this vibrant culture.

INGREDIENT

DESCRIPTION

1

2

4

10

20

UNIT

UNITS

UNITS

UNITS

UNITS

6kg

12kg

Lamb Mince

85cl

600g

1.2kg

2.4kg

Red Capsicum

Finely Chopped

100g

200g

400g

1kg

2kg

Breadcrumbs

Dried

60g

120g

240g

600g

1.2kg

Coriander

Finely Chopped

10g

20g

40g

100g

200g

Garlic

Crushed

10g

20g

40g

100g

200g

Paprika

Ground

10g

20g

40g

100g

200g

Cumin

Ground

10g

20g

40g

100g

200g

Long Red Chilli

Finely Chopped

7g

14g

28g

70g

140g

Oregano Leaves

Dried

2g

4g

8g

20g

40g

Sea Salt

Flakes

2g

4g

8g

20g

40g

Makes

16

32

64

160

320

Serves

4

8

16

40

80


NOVEMBER 2013

17

P R E PA R A T I O N 1.

Combine all ingredients. Work together well. Form into small balls 50-60g each.

RETAIL PRESENTATION 1.

CONSUMER INSTRUCTIONS 1.

Heat large non-stick frying pan over medium heat.

2.

Add 1 tablespoon oil. Cook meatballs for 15 minutes, turning often to brown evenly.

SERVING SUGGESTION 1.

Serve with flat bread and avocado salsa.

RECIPE NOTES *

Ingredients need to be finely chopped. It is possible to do this in a food processor.

*

Alternate cooking method: bake in preheated oven 180째C for 15-20 minutes.

Display on trays.


Australian Butchers' Guild Newsletter November 2013  

MEAT & LIVESTOCK AUSTRALIA (MLA) IS A SERVICE COMPANY THAT INVESTS IN MARKETING AND RESEARCH AND DEVELOPMENT ON BEHALF OF ITS 48,000 BEEF, S...

Advertisement
Read more
Read more
Similar to
Popular now
Just for you