Published September 09, 2008 09:31
Meatco Namibia made industry history this week when it launched its new product brand name, Natures Reserve. Namibia is Africa's first and still the only exporter of Free Range branded beef. Coinciding with the 2009 World Meat Congress in South Africa, the international launch of the new brand took take place on 9 September 2008 in Cape Town at Simons.
Living in a naturally free range country, Namibian farmers are blessed with the opportunity to be able to produce all natural and tasty beef. This exceptional product is now marketed under the new brand, Natures Reserve.
Natures Reserve offers some of the most tender and succulent beef products in the world and is offered in a three-tier product so as to appeal to different consumer segments in the global market. This includes Natures Reserve Finest, Natures Reserve Select and Natures Reserve Choice.
Natures Reserve Finest is the brand’s flagship and is supreme quality. Beef is selected by age and carcass weight to ensure consistent cut specifications. Cuts packed under Natures Reserve Finest, are taken from carcasses between 230 kg and 280 kg. This product is specifically aimed at Meatco’s European customers as well as Woolworths customers.
Natures Reserve Select also represents top quality Free Range beef and while the specifications are the same as Finest, carcasses are selected from a lower weight range delivering smaller cuts (180 kg to 230 kg).
Natures Reserve Choice products are from the age grades B and C animals (carcasses heavier than 180 kg).
While the Finest, Select and Choice Free Range products are grass-fed, in line with consumer demands Meatco has added a grain-fed product as well – Finest Grain Fed. This brand fits in with unique marketing opportunities with specific reference to the South African and Swiss markets.
All stock used for the Grain Fed product originate from Fanmeat approved farms and are rounded off for slaughtering on a 90 day grain feeding program.
All the above mentioned Natures Reserve products are matured for at least 28 days before reaching customers. Characteristic of these products are their enhanced, juicy flavour that is unique to Namibia.
Natures Reserve is thus an extension of the unique value proposition that Meatco’s Free Range beef has to offer. Just having a good beef product is in itself not enough and means that Namibia can only compete in the commodity market. To sustain a brand, Meatco needs to develop the story behind its naturally produced, free range beef.
Says Meatco CEO, Mr. Kobus du Plessis: “On the international market, the Meatco product continues to compete with product from Australia, Ireland, Brazil, Uruguay and more. Where other countries and exporters have large volumes that they use to dominate markets, Meatco has had to continuously improve the quality, safety and taste of its products to remain competitive.
“It is in this context that Meatco has refocused its marketing strategy to ensure that the value of its natural, extensively farmed and healthy meat products is developed and positioned in the market so as to maximize the value of its product for its customers.”
Meatco Chairperson of the Board of Directors, Mr. Arne Gressmann added that with the launch of Natures Reserve, the corporation is now one step closer to reaching its vision: Meatco will have the most sought after meat brands in selected markets in the long term interest of all stakeholders.
Being a farmer himself, Mr. Gressmann said he is honored to be part of the launch of Natures Reserve.
“With Natures Reserve, which will be exported to the international market, we are rewarded for our efforts as farmers (through a premium) for converting vast areas of grasslands into healthy, safe to eat and tasty product.”
Natures Reserve Finest is the brand’s flagship and is supreme quality. This product is specifically aimed at Meatco’s European customers as well as Woolworths customers.