South Africa’s first homegrown Bonsmara beef brand was launched in April 2016 – offering consumers complete peace of mind when it comes to purchasing 100% authentic South African Bonsmara beef.
Called Homegrown Sernick Bonsmara Beef, the brand guarantees consistently exceptional quality beef with complete traceability, from Sernick’s Edenville farm to every discerning consumer’s plate.
Explains Nick Serfontein, Chairman of the Sernick Group: “The Bonsmara is an early maturing breed, which results in tender and tasty beef. Late maturing breeds’ meat can be a little tougher and less flavourful. So when consumers see the Homegrown Sernick Bonsmara Beef label, they know every cut they buy, every time, will be tender and tasty, with full accountability behind that brand that tells the story of the entire Sernick value chain, from farm to fork.”
This story includes a flourishing agri business that is one of South Africa’s few agricultural producers to not only participate in the complete agri value chain, but to actually own it.
The Sernick Group boasts its own family-owned and run farm with cultivated pastures and natural grazing that features, among other aspects, a feed factory, feedlot and abattoir with a full deboning, processing and packaging facility.
“This means that at no point does our Bonsmara beef leave our hands. We own the whole value chain and ensure quality control at every step of the journey. This allows us to guarantee the quality of our beef – a promise embodied by our new Certified Sernick Bonsmara Beef label,” adds Serfontein.
The Certified Sernick Bonsmara Beef brand includes the full range of beef cuts, and is available from Sernick’s Country Meat retail butcheries in Epsom Downs, Fourways and Linden in Johannesburg and their Kroonstad butchery, as well as Midstream Super Spar.