Atron – Australia’s Branded Beef Specialists

Q1P 0146_Atron PremiYum [P].inddWith three beef processing operations situated in the heartland of Australia’s cattle farming regions, Atron Enterprises processes over 2500 head of cattle each week, sourced from the finest livestock, to deliver a world-class range of award-winning brands.

Atron is a branded beef specialist, producing premium quality beef products for Australian and international food service and retail markets. With a focus on outstanding quality, consistency and world-class service, Atron’s high-end brands have caught the eye of some of the world’s finest chef’s, including Head Chef at Marco Pierre White Grill Dubai, Terry Styles.

Atron has an outstanding track record for supplying domestic and export markets and boasts a swag of awards to its name. Forging direct supply chain partnerships to maintain full quality and control of brands from pasture to plate is what sets Atron apart from other processors.

Atron’s Managing Director, David Larkin, is somewhat of a ‘meatrepeneur’, with an Australian Meat Industry Council’s Distinguished Australian of the Year title to his name—given in recognition of a person’s leadership and innovation in the meat industry.

Cooperative marketing is what drives Atron’s innovative offer. David firmly believes that there is strong differential advantage to be gained by marketing exclusive brands. “Branding an offer backed by sophisticated marketing strategies, and knowing what your customer wants—these are our basic business principles”, he said.

Condabri is the flagship brand of the innovative family-owned company. The premium grainfed brand, which added Gold to an impressive collection of Royal Fine Food Medals at this year’s Sydney Royal Fine Food Show, is family-farmed by fourth generation cattle producers, Simon and Kylie Drury at Condabri Station in Queensland.

Having one of Australia’s premium beef brands named after your operation would seem like the ultimate for any cattle producer, and for lotfeeders Simon and Kylie, it’s certainly a mark of immense satisfaction. But it also sets the bar very high and leaves zero margin for error in a game now dominated by very tough trading conditions.

Since its inception 11 years ago, Condabri feedlot has been based on one philosophy—consistency is king. “Just like you can buy a bottle of coke in Sydney and expect it to be the same as the bottle you had in San Francisco, the cattle we turn off have to be peas in a pod,” Simon said.

Working in close partnership, The Drury family and Atron harness over 30 years industry experience to deliver outstanding quality, consistency, tenderness and flavour with the added appeal of complete traceability.

In an effort to maintain brand integrity at every stage of the supply chain, Atron’s expert Marketing & Communications team work in partnership with restaurant and catering partners to drive increased sales by providing a tailored range of quality grass and grainfed brands with continuity of supply, competitive prices—all backed by a sophisticated and compelling range of promotional material tailored to suit specific customer needs. These promotions act as a ‘pull’ strategy to drive awareness and sales within the channel.

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