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Meat and food processing company JBS Australia has announced a paddock-to-primals traceability system for its King Island Beef brand as part of its relaunch.

With an increase in demand from both customers and end-users to understand where food has come from, the traceability system will link King Island Beef customers with the individual farmer that raised the livestock for the specific cut of beef.

JBS Southern COO Sam McConnell said the program will follow the paddock to plate journey and connect consumers with the producers of the beef.

“It has been 12 months in the making and will be part of a larger blockchain scheme being implemented by JBS that will enable individual primal cuts to be traced back to the producer,” McConnell said.

“We are very excited to implement the innovative system first at our Longford beef facility in Tasmania, where cattle supplied by our King Island producers are processed.

“As the system evolves, it will be rolled out at our Brooklyn plant in Melbourne.”

JBS has redesigned the King Island Beef packaging and has printed promotional material about the product, available in selected flagship restaurants around Australia which have partnered with JBS.

“In addition to the raising promises the brand makes, which are underpinned by our third-party verification process, the King Island Beef brand is all about where is comes from – King Island. Therefore, there is no more appropriate brand for us to launch this innovative traceability system with than this,” McConnell said.

“As a leader in the branded beef space, the modern and innovative approach to traceability within our Great Southern Program ensures customers and consumers are engaged in the process and can trust where their food has come from.”

King Island Beef is a part of the Great Southern group of brands, underpinned by the JBS Farm Assurance Program.

JBS was ranked #2 in the Food & Drink Business Top 100 Report in 2018.

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