Return to News
Proudly South Australian and Crafted with Passion
Coonawarra is a world-famous wine region; however, it is less well-known that some of the nation’s best-quality beef also comes from the surrounding areas. Our new brand, 36º South, aims to put this succulent, tender and full-flavoured beef into the spotlight.
Our new brand will bring unparalleled taste and tenderness to South Australian kitchens that value high-quality, local ingredients. 36º South beef, which is designed to pair beautifully with Coonawarra wines, is underpinned by the MSA grading system – so you can be sure you will experience outstanding eating quality every time.
Taking its name from Naracoorte’s latitude reference, 36º South will include hormone growth promotant-free cattle sourced from across the South East as well as Western Victoria.
There will be both grain fed and free range categories, so consumers will be able to enjoy a year-round supply.
36º South Will Boost the SA Beef Industry
We recently announced a $30 million expansion to our Naracoorte plant. We aim to increase our daily throughput from 650 to 805 head per day within the next year, following planned upgrades in the boning room as well as extra chiller space.
We are confident that this investment and the enormous potential of our new brand will create an extra 100 jobs (at least) in Australia and overseas.
36º South Producers’ Launch
To celebrate the launch of 36º South, some of our key producers enjoyed a scrumptious 5 course degustation dinner at ‘Pipers of Penola’ restaurant. A launch was also held at ‘Sean’s Kitchen’ in Adelaide, for about 30 chefs. Both events were fantastic, and we’re so excited to see where this new brand takes us.
Stay tuned for more info!
