Graham Truscott International Wagyu Consultant

Transcription

1 Graham Truscott International Wagyu Consultant Wagyu Transforming the Beef Industry June 2018

2 We will cover Certification programs customer assurance Certified Wagyu Beef industry demand Certified Wagyu Beef - the Four Pillars: Pillar 1: Certification trademark Pillar 2: Standards Protocol Pillar 3 : Compliance Audit Pillar 4: Licence Agreement Fees & Charges Benefits How do I become a CWB Licensee?

3 Certification programs customer assurance

4 Certification programs customer assurance The Karoo Meat of Origin certification mark with the easily identifiable windmill provides consumers with a certification they can trust and enables retailers, restaurateurs or chefs to identify the unique quality and taste of meat of distinction from the Karoo.

5 Certification programs customer assurance

6 Certification principles Industry sees the need Sets the standards Trademarks a customer identifiable logo Licences industry to use the logo with compliance Audits standards to quality assure compliance

7 South African Wagyu industry rapidly emerging brands claiming to be Wagyu

8 South African Wagyu industry public unsure of claims

9 South African Wagyu industry public unsure of Wagyu claims

10 Industry need How will the South African Wagyu Society ensure the end customer really does receive Wagyu beef which meets the premium eating quality they are expecting? and How can our investment in true Wagyu product be protected from inferior and substitute products in the marketplace?

11 Peak body response

12 Certified Wagyu Beef

13 Pillar 1: Trade Marks CWB and all related logos registered with the Companies and Intellectual Property Commission in the South African Trade Marks Register Protects the logo and stops others using it without licensed permission Only CWB Licensees may use the registered trade marks

14 Pillar 2: Standards Protocol Defines Wagyu beef in South Africa as: Genetics: Sired by a Wagyu Society of South Africa registered sire which is Fullblood or Purebred Provides a minimum breed level of Crossbred Wagyu F1 comprising at least 50% Wagyu breed content with a maximum variation of plus or minus 5%. Meat Quality: Carcass minimum AUS-MEAT Marble Score 3 (Marble Score 4 on July )

15 Pillar 2: Standards Protocol Specifies conditions for animals to be: Bred (descent or genetic background, traceability) Reared (from birth to 16 months of age, traceability) Feedlot finished (from 16 to 30 months of age, traceability) Slaughtered (traceability, quality, branding) Deboned, Processed and Packed (traceability, quality, and branding) Marketed (traceability, quality, and branding)

16 Pillar 2: Standards Protocol All relevant steps of the production process are: Defined Documented Traced Independently audited

17 Pillar 3: Compliance Audit The Protocol specifies audit requirements to check compliance against the standards for animals: Bred (descent or genetic background) Reared (from birth to 16 months of age) Feedlot finished (from 16 to 30 months of age) Slaughtered Deboned, Processed and Packed Marketed Independently audited by South Africa Meat Industry Company (SAMIC)

18 Pillar 4: Licensing The CWB Trademark License Agreement allows all role players in all sectors of the South African beef cattle supply chain to be included in CWB provided they comply with the Protocol, including: Seedstock breeders Commercial/Emerging Producers Feedlots Abattoirs Deboning and Meat Processing plants Wholesalers Retailers Restaurants

19 CWB covers the entire Wagyu Beef Supply Chain GENETICS: EBVS INDICES WEANERS FINISHED STEERS HEIFERS CARCASS / BRANDED BOXED BEEF PRIMALS / CRYOVAC BEEF MEAT TRAYS / MENUS Seedstock Producers Commercial Producers Feedlots Abattoirs/ Processors Wholesalers Retailers/ Restaurants Consumers

20 CWB Licensing principles Licencees contact details will be publically available Licencees must prominently display the CWB licence certificate Only Fullblood and Purebred registered bulls may be used to produce CWB progeny to a minimum breed level of F1 All F1, F2, F3 and non-herdbook registered Purebred bulls to be castrated within 3 months of birth

21 CWB Licensing principles Commercial/Emerging producers must tag all Wagyu slaughter progeny with CWB trademarked tags and supply a DNA sample (using the Tissue Sampling Unit or TSU supplied) and a list of registered Fullblood/Purebred bulls used to produce the progeny to CWB. The tag identifiers will only be activated on the CWB database when the calf details and matching TSU are received by CWB.

22 CWB Licensing principles Registered FB/PB bulls only Produces a genetically verified, performance analysed animal supply inventory Seedstock Producers Commercial Producers Feedlots Abattoirs/ Processors Wholesalers Retailers/ Restaurants Consumers F1, F2, F3, non HBR PB slaughter animals CWB SNP genotype & sire verify CWB database

23 CWB Licensing principles Each sector must only purchase Wagyu animals and/or beef from a CWB licenced entity and sell to a CWB licenced entity.

24 CWB Licensing principles Each sector to only buy and sell to CWB Licensees maintains product integrity Seedstock Producers Commercial Producers Feedlots Abattoirs/ Processors Wholesalers Retailers/ Restaurants Consumers CWB animal database WAGYU VERIFIED GENETICTS

25 CWB Licensing principles Seedstock and Commercial Producers must supply 200,400, 600 day weights. Birth weight optional. Feedlots must supply feedlot entry and exit weights

26 CWB Licensing principles Abattoirs must supply to CWB live animal tag/body number linkage and carcass attributes of: Carcass Weight Eye Muscle Area AUS-MEAT Marble Score, or Marble Percentage if carcass camera available Marbling Fineness, if carcass camera available

27 CWB Licensing principles CWB Licensee animal data will enable production of Estimated Performance Values Seedstock Producers Commercial Producers Feedlots Abattoirs/ Processors Wholesalers Retailers/ Restaurants Consumers 200, 400, 600 day weights Feedlot entry & exit weights Carcass Weight Eye Muscle Area AUS-MEAT Marble Score, or Marble % Marbling Fineness CWB animal database ESTIMATED PERFORMANCE VALUES SINGLE STEP WAGYU BREEDPLAN

28 CWB Licensing principles The CWB animal database including current owner, sire pedigree and Estimated Performance Values will only be accessible to CWB licensees.

29 CWB Licensing principles CWB Licensees only to view animal database enables buy/sell trading of sire verified Wagyu slaughter animals with estimated performance Seedstock Producers Commercial Producers Feedlots Abattoirs/ Processors Wholesalers Retailers/ Restaurants Consumers $ $ CWB animal database WAGYU TRADING

30 CWB Licensing principles CWB carcasses must have a minimum level of marbling (intramuscular fat) of AUS-MEAT Marble Score 3 measured in the the rib section eye muscle at the 4 th /5 th rib or 12 th /13 th rib. The minimum level will move to Marble Score 4 on July

31 CWB Licensing principles CWB Licensees will ensure the end customer really does receive Wagyu beef which meets the premium eating quality they are expecting Seedstock Producers Commercial Producers Feedlots Abattoirs/ Processors Wholesalers Retailers/ Restaurants Consumers MIN. WAGYU F1 & MS 3 BEEF

32 CWB Licensing principles Licensees may use the CWB produced signage in their marketing. The trademarked logo may only be used separately by licensees with CWB authorisation. Proud supporter and Licensee of Proud supporter and Licensee of Gate Sign Plate

33 CWB Licensing principles CWB licensees shall be eligible for all WSA privileges that apply to WSA Associate Members.

34 CWB Fees and Charges Key Principles: Keep fees to a minimum, so little impact on supply chain Keep charges simple to minimise administration costs and impact on supply chain one major point for charges

35 CWB Fees and Charges All CWB licensees must pay: A CWB registration fee of R500 (once-off fee) An annual licence fee of R500 (included in annual fee for WSA member Seedstock producers).

36 CWB Fees and Charges Commercial/Emerging Producers must: Be registered for a Department of Agriculture, Forests and Fisheries (DAFF) herd designation letter and prefix through CWB at fee of R300 (once-off fee) Purchase a CWB authorised tag bundle (matching visual tag, RFID button tag and TSU) for application to every CWB identified animal

37 CWB Fees and Charges One major charge point - Carcass License Fee: Carcass owner at point of carcass assessment (generally the Abattoir) to pay a Carcass Licence Fee of one percent (1%) of the carcass value as prescribed by the CWB Carcass Value Chart which may be amended by CWB from time to time. For example: 400 kg R100/kg = R40,000. 1% is R400

38 CWB Carcass License Fee to fund: 40% Sire verification using DNA 30% CWB brand marketing 15% Research and development 15% Administration Animal registration Data collection Loading data for inclusion in Wagyu genetic analysis Enabling and encouraging data feedback to licensed supplier

39 CWB Fees and Charges Licensees will pay all audit fees and charges applied by the independent auditor.

40 CWB Fees and Charges Registration Fee R500 (one-off) Annual License Fee R500 Seedstock Producers Commercial Producers Feedlots Abattoirs/ Processors Wholesalers Retailers/ Restaurants Consumers DAFF Herd Designation R300 (one-off) CWB Carcase License Fee Tag bundle R36 (per calf)

41 CWB Benefits Confident and satisfied end-customers Repeat end-customer sales Increased Wagyu branded beef demand Increased CWB carcass demand and price Increased CWB weaner demand Inventory of CWB calf supply for purchase easier to find calves for sale meeting Protocol Increased Wagyu registered bull demand Increased Wagyu registered female demand Greater industry confidence and profitability

42 Certified Wagyu Beef - creating value for every sector GENETICS: EBVS INDICES WEANERS FINISHED STEERS HEIFERS CARCASS / BRANDED BOXED BEEF PRIMALS / CRYOVAC BEEF MEAT TRAYS / MENUS Seedstock Producers Commercial Producers Feedlots Abattoirs/ Processors Wholesalers Retailers/ Restaurants Consumers $ $ $ $ $ $ Supply Chain Pull-through

43 Licensees & Supporters Restaurant & Retail The Local Grill Woolworths

44 Licensees & Supporters Feedlots, Abattoirs, Brands Cavalier Foods Beefmaster Beefcor Beyond Beef Cape Wagyu Purdon Wagyu Osdam Abattoir Paarl

45 Licensees & Supporters Seedstock & Commercial Producers AK Peer Stella Wagyu Fredericksburg Wagyu Platinum Wagyu Rising Sun Wagyu Mogale Farms I. R. Voigts Pty Ltd Strydom Prime Genetics

46 Licensees & Supporters Seedstock & Commercial Producers Absolute Wagyu Prayer Wagyu Trifill Wagyu Francios Smit Huemond Wagyu Infracor Stud Breeders ebuhlanti Farming

47 Licensees & Supporters 5000 CWB tags sold to 30 producers

48 Certified Wagyu Beef - supporters in every sector Seedstock Producers Commercial Producers Feedlots Abattoirs/ Processors Wholesalers Retailers/ Restaurants Consumers

49 How do I become a CWB Licensee? Complete the Certified Wagyu Beef Trade Mark Licence Agreement: Fill in Page 12 Licensee details Sign Page 13 Submit to CWB CWB will sign the Certified Wagyu Beef Trade Mark Licence Agreement and return to you with a Licensee Certificate for you to frame and display

50 Welcome to Certified Wagyu Beef