History

Hereford Prime first launched in 1997 as an unlisted public company with over six hundred Hereford producer shareholders.

Hereford Prime was the first breed-based brand underpinned by the eating quality assurance scheme of Meat Standards Australia (MSA).

MSA is recognized as a grading system that provides consistent tenderness and eating quality, within cooking guidelines.
Throughout the nineties the Hereford Prime branded product grew in popularity and market share, such that by 2000 demand exceeded supply of the high-quality grass-fed and hormone free natural product.

The Hereford Prime Brand was purchased by the Morice family trust in mid 2006 from Terry Johnson and Hereford Prime trading company, was then formed in partnership with Ant Martin of Dalkeith Herefords. 
 
Both the Martin and Morice families are Hereford breeders and have been strong supporters of Hereford Prime since its inception, both being producer shareholders and Ant as a Director of the original company. 
 
Both Ant and Dan felt it imperative that the Hereford Prime brand should remain in the hands of Australian Breeders.

Present

Hereford Prime is re-entering the marketplace in 2007 with two new faces behind the brand.

Co-Owners Ant Martin and Dan Morice have revitalized the concept of Hereford Prime with a commitment to providing a delicious eating experience every time.

The new company aim is to provide consistent eating quality MSA graded beef products to restaurants, hotels and retail outlets.

Product will be sourced from the finest Hereford and Hereford cross cattle processed at the Primo Australia Abattoir, Scone. This modern export plant utilizes HACCP food safety systems, Aus-Meat labeling and carcass feedback quality assurance programs.