‘Only the best make the cut’ as WA’s top MSA producers announced 

Bornholm beef producer Graham Ayres has been recognised for delivering superior eating quality in the 2023 Meat Standards Australia Excellence in Eating Quality Awards, by Meat and Livestock Australia.

Mr Ayres won the award for WA’s Most Outstanding MSA Beef Producer Band 1 (larger non-grain fed) producer in the awards announced this month.

He was one of three State winners, including Stone Axe Pastoral, Kojonup, which took home the Most Outstanding MSA Beef Producer – Feedlot, and Twin Lakes Holdings, Manjimup, for the Most Outstanding MSA Beef Producer – Band 2 (smaller businesses).

The MSA awards recognise producers from across the country who consistently deliver beef of superior eating quality, based on the parameters of the MSA program.

Being an early adopter of the MSA program, Mr Ayres has a clear aim of delivering a quality and consistent product to his customers, and to attract premium prices for his cattle.

“MSA has helped us bring our best-quality product to market, setting us apart. The financial rewards have been good,” Mr Ayers said.

“Our motto is clear: only the best of the best makes the cut.”

Mr Ayres said each animal would be critically evaluated prior to being loaded on a truck.

“This focus on quality over time has helped us foster a good reputation and drive strong business relationships with customers over the years, knowing that they’re getting not just a quality, but a consistent product,” he said.

Mr Ayres has been MSA registered since its inception in 1998, driven by a commitment to quality and to give his business a competitive edge.

The cattle the Ayres consigned for processing over the two-year period of 2021-23 achieved an average MSA Index of 66.33 and MSA compliance of 99 per cent.

MSA is based on more than 1.7 million taste tests by more than 250,000 consumers from 13 countries and considers the factors that affect eating quality from the paddock to plate.

MSA program manager David Packer said the awards recognised beef producers in WA who had achieved outstanding results in a big field of tough competition.

“This is the 25th year of the MSA program and in that time, it has become the world-leading eating quality grade program for Australian beef,” Dr Packer said.

“It is a key driving force behind the quality of Australian beef, so these awards are a prestigious achievement for the producers.”

The Most Outstanding MSA Beef Producers for Western Australia in 2023 were:

Most Outstanding MSA Beef Producer: Feedlot

Winner: Stone Axe Pastoral, Kojonup

Finalist - 1st runner up: Ucarty Holdings Pty Ltd, Dowerin

Finalist - 2nd runner up: Semini Enterprises Pty Ltd, Cowaramup

Most Outstanding MSA Beef Producer: Band 1 (larger businesses)

Winner: Graham Ayres Livestock, Bornholm

Finalist - 1st runner up: Tirano Farms, Nannup

Finalist - 2nd runner up: G Boccuzzi & Co, Denmark

Most Outstanding MSA Beef Producer: Band 2 (smaller businesses)

Winner: Twin Lakes Holdings, Manjimup

Finalist: 1st runner up: WP & CK Dumbrell, Walpole

Finalist: 2nd runner up: E W & M E Rose & Son, Witchcliffe