Greg
Norman Beefs Up His Game
New High-End Beef Venture Brings
Australian Beef to the U.S.
LOS
ANGELES, CA/ SYDNEY, Australia - July
27, 2006 - Professional golfer and businessman
Greg Norman has introduced a new luxury brand
of Australian beef to the United States market.
Called Greg Norman Australian PrimeT (GNAP), the
new brand is led by its flagship range, Greg Norman
Signature Wagyu, a 350-day, grain-fed, super premium
line of Wagyu beef. It is accompanied by
Greg Norman Premium, a range of 120-day, grain-fed
beef. The range also includes Greg Norman
100% Australian Beef Patties and Hot Dogs.
GNAP is produced in partnership with Australian
Agricultural Company (AAco), Australia's oldest
surviving corporation, founded in 1824.
The company has over 600,000+ BSE-free cattle
on 24 stations and feedlots comprising 22 million
acres in Australia's Queensland and Northern Territory.
AAco's "farm-to-plate" standard ensures
complete management over the entire supply chain.
The entire range is USDA-inspected and approved.
A Cut Above
Greg Norman Signature Wagyu is graded on the traditional
Japanese marbling scale, currently achieving marble
scores 5 - 7. Pronounced WAG-oo, Wagyu beef
is considered a super premium beef not only because
of its generous marbling, but because of its fat
quality. Wagyu (translates to "Japanese
Cow") cattle are bred to produce fat that
is substantially lower in saturated fats than
other beef.
The 120-day, grain-fed Greg Norman Premium is
graded by Meat Standards Australia for meat color,
fat depth, breed content, marbling, maturity and
ultimate carcass pH, and is one of the most rigorous
grading systems in the world. The range
is the world's first fully I.D.-trackable, "farm-to-plate"
beef range. This process ensures that Greg Norman
Premium or Signature Wagyu diners, as well, will
enjoy a consistently excellent quality of grain-fed
beef that's been aged for maximum tenderness and
flavor.
The Great White Shark
No stranger to the beef industry, Australia's
Greg Norman (aka The Great White Shark) has been
ranching most of his life and is directly involved
with many facets of his new beef line, including
grading issues. In addition to winning 86
tournaments over his 29-year pro golf career,
Norman is also an accomplished businessman. His
ventures include California and Australian wineries,
restaurants, a successful apparel line, golf course
design, real estate development, and a new book
detailing his entrepreneurial exploits.
Seeing a big future for quality Australian grain-fed
beef in the United States, Norman says, "There
is no doubt that Australian food products, and
beef in particular, resonate very strongly with
U.S. consumers because of Australia's clean, green,
wholesome image."
Said Don Mackay, AAco managing director, "Greg
is already doing great things with Australian
wines in the U.S. market, so there is a natural
fit with our beef products. The opportunity
for branded beef continues to grow with markets
increasingly looking for assurances over food
safety, traceability and integrity. We believe
the credibility and quality of the Greg Norman
name will ensure the steady growth of Australian
Wagyu and the Greg Norman Australian Prime brand
for many years to come."
For more information, please visit www.gnaprime.com.au.
For distribution information, contact Broadleaf
USA, 5600 S. Alameda Street, Suite 100, Vernon,
CA 90058 (TOLL FREE: 800-336-3844).
Crier Communications
Contact: Shaina Zalma
310-274-1072 x203
shaina@crierpr.com