What’s Happening?
Cocobrew and JBS have partnered to celebrate local producers and serve champion beef in the heart of Rockhampton.
Following the Rockhampton Show in early June, Cocobrew purchased the Grand Champion Exhibit and Grand Champion pen. Both entries were processed at JBS Rockhampton before being prepared for a special limited-time menu.
The menu was officially launched on Tuesday, 21 July and opened to the public on Wednesday, 22 July.
Why It Matters
The collaboration gives Rockhampton diners a rare opportunity to taste beef from cattle recognised among the region’s best.
It also brings the work of local farming families directly to the community. These producers have spent generations caring for their land and improving their livestock.
Cocobrew Owner-Manager Robin Adams said the partnership reflected a shared commitment to supporting local producers and serving locally produced beef.
“We saw this as a great opportunity to create genuine synergy supporting local while showcasing the very best our region has to offer,” Robin said. “It’s a proud moment to see the producers, along with their friends and families, come in and enjoy the results of their hard work.”
Local Impact
Bill and Maxine Cragg secured the Grand Champion Exhibit award with their Droughtmaster bullock. The couple operates a fifth-generation family property in Dingo, Queensland.
Their agricultural history dates back almost a century, with the family continuing to focus on quality livestock and responsible land care.
“We are proud of our family’s agricultural legacy, which dates back to 1929, and remain committed to producing quality livestock while caring for the land for future generations,” Maxine said.
Tom and Suzie Peacock also celebrated success with their winning pen of Brahman steers. Their property is near Dululu, about 80 kilometres south-west of Rockhampton.
The award carried added meaning because the steers represented the final purebred Brahman group within their operation. Changing market demand has led the family to move away from straight Brahman breeding.
“Our award-winning pen represents the final group of purebred Brahmans in our operation, as changing market demands have led us to transition away from straight Brahman breeding,” Tom said.
“Winning this award was completely unexpected, and we’re incredibly proud of what we’ve achieved. It’s rewarding to have our efforts recognised and it reinforces our commitment to continual improvement.”
After years of work producing quality cattle, both families can now enjoy the beef themselves. It is an uncommon experience for livestock producers.
By the Numbers
- The Cragg family’s agricultural legacy began in 1929 and now spans five generations on their Dingo property.
- The Peacock property sits near Dululu, around 80 kilometres south-west of Rockhampton.
- JBS Australia employs more than 15,000 people across its meat, seafood and value-added food operations.
Zoom In
JBS Rockhampton Livestock Manager Don Tucker also served as a judge at the Rockhampton Show. He said the cattle stood out immediately because of their condition.
Their success was especially notable because the local grass-fed entries competed against grain-fed cattle. Grain-fed cattle can often produce more consistent grading results.
“I knew from the moment I saw these cattle that they were winners, their condition was impeccable. I am proud that local grass fed cattle won up against grain fed cattle that can typically grade more consistently,” Don said.
“As Presenting Partner of the Rockhampton Show, JBS is proud to support our local community. I encourage locals to get behind this initiative and experience the quality of this award-winning beef for themselves.”
Zoom Out
JBS Australia is the country’s largest meat and food processor, with products across beef, lamb, pork, salmon and prepared foods.
Its northern division operates five beef processing facilities and five feedlots across Queensland and New South Wales.
Globally, JBS operates across North America, South America, Europe, Australia and New Zealand. The company is also the world’s largest animal protein business.
While JBS operates on an international scale, the Cocobrew partnership keeps the focus firmly on Rockhampton’s producers and community.
What To Look For Next?
The champion beef menu will remain available at Cocobrew for a limited time, giving locals a brief chance to try it.
Bookings are recommended through the Cocobrew website or by calling 4837 3888.
