A new brand is being launched these days in the meat industry in Israel called the Cowboy Farm. This is fresh and quality meat for those who understand the field of meat. The brand behind the brand is the Tadmir Group, one of the leading agricultural integrations in Israel, which is expanding its activities in the retail market and launching the “Cowboy Farm” with a total investment estimated at NIS 50 million.
For those who are unfamiliar with Tadmir and operate, it is a company that provides a wide range of services and solutions in the field of chicken and broiler and markets the vegetarian chicken brands, which grow without antibiotics – “Art Farm” and “Nature Chicken”. The person who is at the forefront and accompanies the launch of the brand is Chef Meir Adoni, who will enrich everyone who is interested in important information about meat through videos, recipes, workshops, tips and more.
The company says that the “Cowboy Farm” offers innovation in products and service. This involves selecting selected varieties, raising calves in Israel, nutrition adapted to each variety, handling the rations according to the variety, slice classification and quality, special portions with high availability, product label with information on the portion and best preparation and maximum service level for people who love meat.
“We have established one of the most advanced and large butchers in Israel,” says CEO Chen Raziel. “There the meat undergoes treatment according to the variety, the portion and its quality, and on the packaging we will present the recommendations for each portion according to its purpose and optimal preparation method. In addition, we will launch new products or cuts in a continuous and highly available manner, including: Denver Cut steak, Iron Veal schnitzel, Picnic steak, Ramp steak, Tomahawk, chimney cuts and more. All this in order to give meat lovers in the country the ultimate meat experience. “
“The meat is treated in our butchers by a skilled butcher team according to the variety for the classification and quality of the slice, so that each slice will receive the appropriate treatment: rationing, wet aging, dry aging, cutting and packaging.”
Raziel continues: “This is a new and different marketing method from what the consumer has known until today, when each portion will be classified and paced according to the quality and methods of use dedicated to it. The product series will display a product label detailing “Carpaccio, BBQ – according to the consumer’s choice. As part of the launch, we will launch new portions that were not marketed in the country. We know how to bring products that do not exist in the market with recurring availability. The consumer will receive the same quality every time.”
The company’s products will currently be launched at Shufersal, Rami Levy and other private chains, along with Tevaof’s chicken products and a national farm. “The understanding of meat in Israel is progressive,” says Raziel. “People have a smokehouse in the yard but the supply is not found. Those who wanted to get so far for example a Denver Cut steak, saw that at the national level there was no supply because there is not that in the writers. We recognized the progress of the market and the need.”
On sales targets he said: “We will not be the size of the competitors. The fresh meat market mainly includes red and red and Dabah. We will be half the size. We do not compete with them because they work with a different line. We are going in the direction of breed by breed, meat classification and it brings other products. I will also have the bread and butter of a shoulder, for example, because it is needed but there will be a great variety, in cutting and rationing. Our minced meat prices will be 69-199 or up to 249 shekels when it comes to special products. There are no such offers and there is no such offer. “
On the competition against imported meat: “We are not in the field of importing and not competing there. It is true that there are many products without caps. Our business is in the local slaughter of fresh meat. Israeliness and Zionism is not a bad word. The advantage is that there are cheap products but we offer something else, including certain cuts. “In addition, we offer a classification for each portion, such as: oven: cauldron and smoker.”
“This is a strategic move and like everything we are in Delhi. The United States is leading this field. No simulated shoulder or shoulder roast is seen there. Our portions are a little different because we are a kosher country, but there is no reason why these types should not be here. Today there is already demand. People talk about it and want to. 3-4 years ago I was among the few with the chimney at home because I am from the field. Today in do-it-yourself networks there are lots of smokers. The field is advancing, but the supply is not in the same line. “
On the effect of the corona: “We felt an increase in sales because we are not in an institutional market at all. We have few customers of good restaurants but not in hotels. The demand went to the writers so we were not hurt by the corona. We felt an increase of tens of percent.”
“Products on the fire have grown considerably. In February, which is the peak of winter, manufacturers in this period usually have a surplus of products on the fire such as steaks. This year there was a huge shortage in mid-February because people were more at home, cooking and cooking on the fire. “It grew by tens of percent. There was almost no winter and more was done on the fire. In the products on the fire there was a larger increase than the general increase even”