According to a press release by Sernick, consumers can now buy 100% authentic South African Bonsmara beef.
The new certified beef is called Certified Sernick Bonsmara Beef, according to the release.
Sernick chairperson Nick Serfontein, speaking to Farmer’s Weekly via email, said that Bonsmaras represent 50% of all cattle in feedlots, numbers which present the opportunity to expand the brand sustainably.
Rudi van der Westhuizen, CEO of South African Meat Industry Company, said that breed-specific branding is a growing trend in the meat industry.
“Other breeds such as Angus and Wagyu beef are already marketing their meat in this way,” he said.
“We welcome any initiative that help to increase red meat consumption and increase sales.”
According to Van der Westhuizen, all products with a unique brand are registered with the department of agriculture.
The Sernick Group is a 5000ha family-owned and run farm with a feed factory, feedlot and abattoir with a full deboning, processing and packaging facility.
“This means that at no point does our Bonsmara beef leave our hands. We own the whole value chain. This allows us to guarantee the quality of our beef,” said Serfontein.
Currently, the brand will only be available from Sernick’s Country Meat retail butcheries in Epsom Downs and Pineslopes in Johannesburg as well as its Kroonstad butchery.