Friday, Feb. 24, 2017

Atron Sets The Gold Standard for Aussie Beef

By Export Council of Australia · September 12, 2014

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The results are in after some of Australia’s best-known beef brands went head-to-head at the 2014 Sydney Royal Fine Food Awards. Over 30 exhibits were entered into the annual Branded Beef Competition - but this year it was Atron Enterprises that stood out as a leader in quality and excellence.  

The Australian family-owned beef processor is no stranger to Royal medal success, adding Gold, Silver and Bronze to its impressive collection. The outstanding result comes just days after Atron was named a Finalist for the sixth consecutive year at the Premiers NSW Export Awards in the category of Agribusiness. The award, which recognises excellence and outstanding success in the field of Agricultural exports, was won by Atron in 2012 and 2013.

Sydney Royal judges awarded a coveted Gold medal to Atron’s flagship brand, Condabri. The family-farmed product out-performed its competitors in the grainfed beef category, scoring 91 points out of a possible 100.  The achievement solidifies Condabri’s status as the gold standard for Australian grainfed beef.

This is Condabri’s first Gold medal and the fifth Royal Fine Food medal earned by the brand since its launch in 2011, adding to a noteworthy collection featuring one Silver and three Bronze.  

Mr Larkin said the achievement took the brands success to an all-time high. “This is the standard we’ve been working towards since launching the brand four years ago. Our constant improvements and refinements are definitely steering the brand in the right direction.”

Condabri is a premium 100-day grainfed product, underpinned by the MSA grading system and fed at Condabri Station in Queensland by third-generation cattle producers, Simon and Kylie Drury. The premium brand has enjoyed world-wide success with demand continuing to grow in local and international markets. Condabri is a permanent fixture on the menu at Marco Pierre White Grill at the luxurious Conrad Hotel in Dubai - a testament to Condabri’s world-class quality.

A second 100-day grainfed product, PremiYum, earned Bronze for Atron in the same category. Completing Atron’s trifecta was a Silver medal earned by Spring Grove for an exceptional performance in the grassfed category.  A premium, HGP and antibiotic-free product, Spring Grove is graded in the upper tier of the rigorous MSA grading system, which Mr Larkin considers to be the foundation of the brands quality and consistency. olour and texture. Only the finest pasture fed cattle meet Spring Grove’s exacting selection criteria. To guarantee beef that is consistently tender, succulent and full of flavour, Spring Grove cattle are hand selected and graded in the upper tier of the rigorous MSA grading system.

Spring Grove’s award-winning beef is a trusted choice for food service customers and butchers in Australia and around the world.

All Spring Grove cattle are raised hormone and antibiotic free.

The Sydney Royal Fine Food Awards (hosted by the Royal Agricultural Society of NSW) are an annual celebration of Australia’s finest producers who set a benchmark for Agricultural excellence. The event recruits high-calibre judges who are recognised as experts within their profession. Judging is based on flavour, juiciness, tenderness and mouth-feel. Raw visual appeal and texture are also key considerations. A medal provides the winning brand and its consumers with an independent mark of quality and excellence.  

The three Sydney Royal medals earned by Atron this year take the processor’s total medal tally to twelve, all of which have been earned since the company launched its branded beef offer in 2011. Mr Larkin said “The results are a testament to our no-compromise commitment to quality, our loyal producers and the exacting criteria that defines our branded product range. As far as quality and consistency goes, we’re up there with the best of them and it’s certainly a very proud achievement for my family and for our business.”  

Media Contact:    
Lauren Bakker
Marketing & Communications Manager
lauren@atron.com.au
03 8742 6225

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