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Vizards View
Taste of Italy






Queensland Country Life October 8, 1998
Story by James Nason
Pictures by Rodney Green

Take a high muscling Italian Cattle breed, a Murgon beef producer, a Hervey Bay butcher and one of Australia's top chefs. What do you get?  
   For the Murgon beef producer a valuable niche market, for the butcher a rise in beef sales of 300 percent and for the chef the first reason to change his beef supplier in 15 years.

Hervey Bay Butcher Shop owner Jeff Braithwaite
(left) selects Piedmontese cross steers for his
Point Vernon butchery on Jeff Rose's
property Rosevale.

It is all part of a unique "paddock to plate" beef marketing strategy that began in April when Hervey Bay butcher shop owners Jeff and Jenny Braithwaite bought a Piedmontese cross steer from Murgon beef producers Jeff and Annette Rose.  
  The Roses, who run a Limousin and Piedmontese stud on their 324ha property Rosevale, began using the Italian breed in their operation in 1992 after raising a friend's Piedmontese calves born through embryo transfer.

"We were very impressed by their weight-for-age," Mr Rose said.
"Some of the calves at eight months old straight off mum were hitting the scales at 370kg."

Jeff Rose, Rosevale,  with Mr. Romeo, one
of his stud's top Piedmontese bulls.  The
high muscling Italian breed has found ready
demand in a butcher to restaurant beef
marketing chain in the Hervey Bay region.

Crossing Piedmontese bulls to a range of commercial females, predominantly Santa and Droughtmaster, the Roses were thrilled to find almost immediate demand for the progeny from Mr. Braithwaite.  





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