With a variety of promotional materials available, this branded beef program recognizes Highlands that are raised in a humane manner without any added hormones, anabolic steroids or sub-therapeutic feed antibiotics. Producers sign a contract that states they will follow appropriate protocol in naturally raising, finishing and processing their beef. In turn, they can utilize the handsome logo and materials when promoting their products. Uniquely positioned with heritage breed attributes, beef is successfully marketed in all parts of the country directly off the farm, via website stores, in farmers markets and through CSAs, restaurants and grocers. Breed recognition is a definite advantage
The University of Missouri in collaboration with AHCA and the Highland Cattle Foundation, studied Highland beef quality. Samples were tested from a diverse array of operations representing all feeding systems and regions of the country. They reported: “Tenderness can make or break the repeat purchase. Our data has shown that Highland beef is very tender according to shear force values.” Results are in agreement from a study by Charles Bruce at the University of Glasgow in Scotland.