Meat & Livestock News

Western Australian Beef Producer Triumphs in Quality, Wins Top MSA Award

In Western Australia, beef producer Graham Ayres and his daughter Ingrid have been recognised for their commitment to quality in the beef industry.

Since 1998, when they first registered with Meat Standards Australia (MSA), the Ayres have been dedicated to enhancing their product and maintaining a competitive edge in the market. Their farm in Bornholm, spanning 540 hectares, is home to 250 head of Angus-Friesian F1 crossbreeders, joined to Charolais bulls.

This commitment to excellence has led to the Ayres winning Western Australia’s Most Outstanding Non-grainfed Band 1 Producer in the 2023 MSA Excellence in Eating Quality Awards. Over the period of 2021–23, the cattle they processed achieved an average MSA Index of 66.33 and an MSA compliance rate of 99%.

Graham’s focus on quality extends beyond breeding and genetics. He ensures that the calves are ideally sold between 10.5–11 months, targeting a minimum carcass weight of 220kg, with an optimal weight of 250kg.

The farm maintains a nutritious diet for the cattle, consisting of a clover-rye mix in the pasture, supplemented with hay, fertiliser, and lime. Regular reseeding during autumn ensures a steady supply of quality feed.

The Ayres have been consistently supplying their cattle to Woolworths for the last six to seven years, focusing on delivering the best possible product. This dedication to quality is evident in their approach to animal management, where each animal is critically evaluated before being transported.

Graham credits the MSA program for enabling them to bring a high-quality product to market, which has not only set them apart but also resulted in significant financial rewards. Their business philosophy is simple yet effective: only the best of the best makes the cut.

This approach has built their reputation over the years, ensuring customers receive not just quality, but consistently reliable products.

Graham notes that MSA has been a driving force in evolving their cattle management practices. It has prompted a deeper analysis of cattle behaviour and reinforced the importance of understanding and respecting the animals.

This perspective has positively influenced their entire herd management strategy, including the introduction of quiet Charolais bulls known for their muscling and docility, sourced from the same breeder for over two decades.

Graham’s experience highlights that success in the beef industry is not just about producing quality meat; it’s also about animal welfare, understanding livestock behaviour, and maintaining strong business relationships based on consistent quality delivery.