The launch of the new MSA-backed Tasmanian Premium brand is part of a broader move by Swift Australia into MSA programs across most of its processing plants.
Swift appears to be moving towards a ‘basket’ of premium MSA brands at its different sites, each offering a slightly different set of brand claims based on local environmental circumstances and cattle supply.
Director Ross Keane said the company wanted to utilise MSA more widely to differentiate better quality product being generated out of each plant.
Just 12 months ago, Swift produced no MSA beef whatsoever in its Australian operations.
That started to change with the launch of the Swift Premium program in Townsville last July.
Currently MSA/EQA grading takes place at Townsville Queensland, plus Longford, Devonport and King Island plants in Tasmania.
Swift Rockhampton is undertaking plant surveys and MSA data collection in the view of starting a program in the near future.
MSA training programs are also underway at Dinmore, which may lead to the launch of an MSA yearling-type shortfed program some time this year.
Similarly the Swift Brooklyn plant in Victoria may also come into focus for an MSA program some time soon.
