Coles Beef Brands: Insights from the Southern Beef and Lamb School

Recent discussions at the Southern Beef and Lamb School in Wagga Wagga highlighted the intriguing reality that meat thieves are often well-aware of which beef brands offer superior eating quality. According to University of New England meat scientist, Professor Peter McGilchrist, understanding the grading of beef through Meat Standards Australia (MSA) contributes immensely to successful branding in the beef industry.

UNE meat scientist Prof Peter McGilchrist

Meat Thieves Know Their Cuts

Prof McGilchrist used the example of Coles’ beef brand range to illustrate how carcase cuts are categorized as “good, better, best” depending on their eating quality. He shared captivating statistics regarding meat theft, especially focusing on which cuts are most frequently stolen.

“For instance, Drover’s Choice is their ‘good’ brand priced at $28.50/kg, while the ‘better’ brand, Coles Butcher, is priced at $42.22/kg. The premium offering, Coles Finest, comes in at $54/kg. The difference in pricing reflects not just the animal’s quality, but the meticulous segregation based on MSA standards,” noted Prof McGilchrist.

Understanding the Market Dynamics

One fascinating statistic revealed was that approximately 13 percent of Coles Finest cube rolls and fillet steaks are stolen each week in Australia. “Meat thieves are actually quite discerning; they choose not to take the less expensive options,” he remarked.

The weekly theft of beef products from Coles amounts to around $600,000, showing how understanding quality correlates with what is being stolen. “It’s critical for the industry to focus on delivering value through quality rather than engaging in a price war,” added Prof McGilchrist.

Delivering Value to Consumers

Relating to Warren Buffett’s wisdom, Prof McGilchrist emphasized, “Price is what you pay, but value is what you receive.” He asserted that red meat defines its market position not by competing solely on price but by the value it brings to consumers—such as taste, versatility, and nutritional benefits.

“Cooking meat can be quick and enjoyable, ideal for busy families, which is part of what makes it valuable,” he explained. “Consumers need to recognize that red meat can be nutritious, delicious, and consistently satisfying.”

These insights were shared during the inaugural four-day Southern Beef and Lamb School held at the Charles Sturt University campus in Wagga Wagga, organized by Riverina Local Land Services.