King Island Beef is a registered brand which Swifts say is sourced only from animals grazed on the Island’s pristine pastures

This branded, premium product is sold through Coles supermarkets in Melbourne, Sydney and Brisbane, leading butchers and restaurants nationally and through retail supermarket channels in south west Japan.

Company spokesman Jamie Ferguson said they would use the Pfizer Suretrak DNA based traceability system to ensure the integrity of that product.

That would give their customers peace of mind, if required, that every piece of King Island Beef could be traced back to its free range origins on the island.

DNA samples every animal processed at the King Island works will be sent to the Pfizer laboratory in Brisbane to be stored until a traceback was required.

Pfizer said its Suretrak system was the most cost effective cut traceability solution available to the meat processing industry and could be easily integrated into existing processing procedures.

Tasmanian Farmers and Graziers Association chief executive Chris Oldfield welcomed the move and commended Swifts for their efforts to protect their highly regarded King Island Beef brand.

He said a brand was only as valuable as the efforts to protect it and if DNA testing was the way to do that then the TFGA fully supported that effort.

Mr Oldfield said Swifts were philosophically committed to the King Island Beef brand from animals grown and slaughtered on the Island and this latest announcement showed their continuing commitment to that position.

“That has to be a good thing for the long term future of the island and its community,” Mr Oldfield said.