Royal 100 beef is heading to regional Qld following EKKA cancellation

Royal 100 beef is produced once a year from the prestigious RNA Paddock to Palate 100-day competition. Here’s where you can find it across Central Queensland.

With the cancellation of the 2021 Ekka, JBS Australia is bringing one of Australia's most exclusive beef brands, Royal 100, to restaurants across regional Queensland for the second year.

One of Australia’s most exclusive beef brands will be plated up at restaurants across Central Queensland for a limited time only.

Following the cancellation of the 2021 Royal Queensland Show, the EKKA, JBS Australia has decided to send exclusive beef brand Royal 100 back into regional Queensland for the second year.

Produced once a year from the prestigious RNA Paddock to Palate 100-day competition cattle, which is presented by JBS Australia, Royal 100 cattle are fed for 100 days and processed through JBS’ vertically integrated Beef City Feedlot and Processing Plant.

JBS Australia’s business development manager Denis Conroy said it ensured the Royal 100 beef delivered a consistent, delicious, full flavoured steak consumers could enjoy in the finest dining experience.

Royal 100 beef is available at select venues across Central Queensland.

“The Paddock to Palate competition is held once a year in conjunction with the Ekka and pits the best cattle producers against each other to create some of Australia's best and most prestigious beef,” Mr Conroy said.

“The product produced - Royal 100 beef - is a unique, once a year, dining experience.

“Royal 100 represents the best cattle from the best producers to create the best beef that can be enjoyed at our exclusive partners’ venues.”

In JBS’ seventh year of presenting the Paddock to Palate competition, JBS Beef City hosted the competition on site for a second time, welcoming about 24 participants and their steers to the Darling Downs.

This year’s competition was the closest in history.

Gary Noller, RNA councillor and Beef Committee chairman, said the competition attracted some of the best cattle producers and their top cattle, which in turn delivered high-quality beef in the Royal 100 brand.

“The Paddock to Palate competition is the ultimate judge of how cattle perform on feed and over the hooks,” Mr Noller said.

“JBS should be commended for bringing the Royal 100 brand to market, allowing consumers to enjoy the beef from some of the country’s top producers.

“Our producers continue to share their positive feedback and the pleasure they get seeing their product being showcased into the regional areas, often where many of our producers live.”

Royal 100 is exclusively available now at selected venues and butcher shops for a limited time, while stocks last.

Where to find Royal 100 beef across Central Queensland:

• Park Avenue Hotel, Rockhampton
• Criterion Hotel, Rockhampton
• Parkhurst Tavern
• Railway Hotel, Yeppoon
• Reef Hotel, Gladstone
• Maraboon Tavern, Emerald
• Wellshot Hotel, Ilfracombe
• Winton Hotel
• Gracemere Meats
• Barcaldine Meat Barn
• Savage & Co Butchery, Longreach

Originally published as Royal 100 beef is heading to regional Qld following EKKA cancellation