Feedlot to flame to fork: Grain fed beef in action at the World Angus Forum
- niamh552
- Jul 3
- 4 min read
When thousands descended on Tamworth last month for the Zoetis Angus EXPO, part of the World Angus Forum, they weren’t just treated to a showcase of the Angus breed, they experienced a true farm-to-fork moment at the popular BBQ competition.
Taking centre stage was Angus Reserve, Australia’s largest verified Black Angus beef brand, with one clear purpose: to show, not just tell, the story behind premium grain fed beef. We spoke to Nadine Giusti, NH Foods’ Brand & Marketing Manager, to get a download on the event.
The joy of eating, live and unfiltered
Rather than opt for conventional methods or special rubs, the NH Foods’ team, led by their brand partner Chef Jason Roberts, decided to showcase their Angus Reserve product differently and bring an immersive experience to eating. In an original move, they went back to basics, using only fire, beef, and salt to serve over 1,300 plates straight from their open fire kitchen.
"We didn’t want to be just another BBQ stall, so when Jason and I first sat down to plan for the competition, we knew most teams would go with smokers, that’s the obvious choice, but we said no, let’s do something different. Jason suggested the open fire setup, and we knew it would be a real crowd pleaser."
“Like our brand motto, the joy of eating, we wanted people to feel the fire, smell the beef, and see what grain fed beef looks and tastes like.
It was all about taking the product from the farm to the fork in a way that was real and memorable.”
A menu made to challenge expectations
Chef Roberts was not only creative with his cooking method but also with his unique choice of cuts. The menu featured variations of street food dishes that broke from the norm:
The NH Foods team proved that the simplest methods are often the most memorable, letting the natural flavour and quality of their Angus Reserve beef do the talking. This was particularly the case for cuts often overlooked by consumers, like flank steak and beef cheek.
“We wanted to hero a classic cut as well as bring some of the lesser-used ones you don’t typically see in barbecue competitions. Ribeye is always a crowd favourite, we served it in little boats with caramelised potato salad and slivers of steak straight from the grill.
Jason brought creativity to the menu and went beyond the obvious, choosing flank steak and beef cheeks for the Banh Mi. It was those unexpected cuts that turned heads and wowed people. It challenged their perceptions, especially with flank, which isn’t a go-to cut for most.”
The open fire cart also served up tastings of biltong made from topside, as well as short rib, giving attendees yet another unique showcase and taste of grain fed beef in a different form.
“We had a purpose-built cart set up for the open fire, and the smells coming off it were incredible. People milled around us all day, both days, as we handed out little tastes of short rib and biltong, which drew the crowd in. We just didn't realise just how popular it was going to be, so many people floated around, stopped and stayed to chat with us and eat.”
More than a meal, sparking conversations
This wasn’t just about food. The Zoetis AngusEXPO was a platform for NH Foods to share their story, along with the other producers in the competition. Offering them a chance to highlight not just what they do, but why they do it.
From producer to chef, the open fire kitchen helped NH Foods bring their verified grain fed supply chain to life in a way that was meaningful and memorable.
“One particular comment from an attendee stood out to us, he remarked about how he could really taste the beef in our dishes. We talked about how unusual it is these days to simply taste the beef on its own.
If it’s good quality beef, it doesn’t need to be hidden behind heavy sauces, flavours or special techniques. Salt and fire will do.”
“There were also lots of conversations around the whole concept of the biltong, people were fascinated watching it come straight off the fire, being sliced after hanging for a few hours. Seeing the process up close like that, the way the beef was cooked and handled, I reckon we made a few converts that weekend. People left wanting to try it for themselves at home.”
“Having conversations around the fire cart gave us a chance to highlight our supply chain. It was important for us to reinforce that we can't deliver the joy of eating with a premium product unless producers start the process, raising and looking after cattle with care. “
A global stage, a local grain fed message
With over 4,000 attendees across the weekend, including visitors from across the globe, the Zoetis AngusEXPO provided a powerful platform to highlight Australia’s commitment to quality beef production. The NH Foods team used the opportunity to truly hero the consistency and culinary capabilities of their Angus Reserve grain fed beef brand.
With its verified Angus Australia certification, growing international presence (including Costco warehouses in Japan, Korea, the UK, and Taiwan) and a steadfast focus on origin and authenticity, Angus Reserve continues to put grain fed beef and Australia’s producers on the global map.
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