The JBS program is named after the first beef bull of any breed, a Beef Shorthorn named Comet, to be sold in Britain for 1000 guineas in 1810.
Beef Shorthorn Society councillor David Spencer said the event was an opportunity to showcase the product to existing and potential producers.
“The dinner was to launch to the western district our branded Shorthorn beef, which is called Thousand Guineas, and it’s from Shorthorn cattle, either purebred Shorthorns, or 25 per cent British breed, and 75 pc Shorthorn,” Mr Spencer said.
“There’s a discipline in the product to make sure the eating quality is excellent.”
He said it was a great turnout of just under 60 attendees.
“They were all farmers, and they were a mixture of Shorthorn breeders, and Angus breeders, and there was one Hereford breeder too,” he said.
“It was a very good event, we all had a meal after some presentations, it was excellent.”
He said the special guest of the evening was Noni McDonald, Mortlake.
“Ms McDonald and her late husband Geoff ran Lochaber Beef Shorthorn stud for many years, she’s 91, and she came along, it was very special,” he said.
Graeme Winnell, Shorthorn Beef, made a presentation about the success of the Thousand Guineas program in building a brand trusted by retailers and consumers because of its superior eating quality.
Hayley Robinson, Meat Standards Australia (MSA), also made a presentation, highlighting the ability of every cattle producer to register with MSA and obtain key feedback data.