King Island Beef Producers Group

King Island Beef logo

The Vision: to ensure the King Island brand has the best brand image of all red meat products in Australia and the products gain a reputation for excellence throughout the world.

The Mission: to ensure network members meet business and personal goals by working together. They will efficiently provide beef products that demonstrably meet the demands of domestic and export consumers for excellent eating quality, reliability and food safety, as well as managing supply to ensure availability as required.

The King Island Beef program has three key features:
Coordination with the marketing and promotional activities undertaken by all King Island products;
A strategic alliance formed between JBS Australia and beef producers to control the type and supply of product, coordinate quality and food safety issues between businesses, and provide a coordinated framework for marketing King Island beef;
Development of opportunities for producers to increase efficiency of production and raise profitability on farm.


Meat Standards Australia 

All King Island Beef retailed through JBS Australia is quality assured by the Meat Standards Australia (MSA) grading system, which helps shoppers select the right cut of beef for their desired cooking method.

“We are now taking the MSA symbol directly to consumers at point of sale, so shoppers can be sure they are getting consistent quality beef every time,” said Sam Gunn from Cattle Council of Australia.

“Instead of buying a cut of beef and being unsure about its quality, consumers can look for the ‘MSA graded’ symbol at their local butcher or fresh food retailer and be confident they are getting great quality beef that has been graded for tenderness, juiciness and flavour.

“The MSA grading system takes into account all aspects that affect eating quality from the paddock to the plate, and is widely recognised as the world's leading eating quality program for red meat,” he said .