Greenham reaches a significant milestone with beef branding refresh

Already recognised for quality beef products at retail level HW Greenham & Sons is well positioned to take more market share with latest brand pursuit

Greenham has opened an industry leading processing plant in Tatura VIC and updated their retail branding to entice a greater slice of consumer share

Sixth generation family-owned beef processor, HW Greenham & Sons celebrates a significant milestone with production commencing at its newly constructed state-of-the-art facility in Tongala VIC.

The new milestone has been marked by the reveal of a new branding, the first since 2014, with the creation of eight prestigious consumer product brands for Greenham, including the globally celebrated Cape Grim Beef, Altair Wagyu, and Bass Strait Beef.

The brand refresh aims to strengthen HW Greenham & Sons position in the market with a greater emphasis on the brand’s pursuit of the highest quality products.

The new brand identity captures the essence of Greenham’s passion for quality and bold, innovative beef products.

The launch of the re-branding marks a new era in HW Greenham & Sons 90-year history in Australia with a contemporary feel that pays homage to its founders while also setting the brand on a course for the next 90 years.

The quality product line from Greenham will stand out even more following branding updates

We are thrilled to launch our new brand refresh and share it with our customers,” said Greenham Group Marketing & Communication Manager Jelena Radisic.

“Our partnership with Fluid Branding has been instrumental in creating a brand identity that captures the essence of Greenham’s premium positioning and pursuit of the very best in beef,” Jelena Radisic added.

The brand refresh has been a long-term project that involved extensive research and the project team worked to ensure that the new brand identity would appeal to both producers and consumers alike and reflect the values that Greenham stands for.

“We are incredibly proud of the work we have done with Greenham over the past nine years,” added Fluid Branding Executive Director Paris Singer, “Our partnership has enabled us to create a number of prestigious consumer product brands for Greenham, and we are excited to launch the latest corporate brand refresh for the company.”

The brand refresh is being rolled out across Greenham’s communications and facilities worldwide with the new website live from today.

For more information about Greenham’s brand refresh, see the latest brand and updated retail packaging here.

Six generations of involvement

HW Greenham & Sons Pty Ltd was established in 1933 and for some time operated from the Melbourne City Abattoirs. The company initially serviced the domestic market before adding frozen lamb exports to the United Kingdom market. By the 1960s, it was also exporting to the United States, processing up to 600 cattle per day.

A leader in the Australian meat export business, Greenham was the first Australian company to set up its own hot boning plant following investigations into methods of achieving cost reduction and competitiveness.

A plant was built on a Greenfields site at Tongala VIC – a premium dairying area – started operations in January 1993. The plant working two shifts per day, produces lean grinding meat mostly for the United States market.

An enterprise agreement was negotiated between the company and its employees – the first in the Australian meat industry after the Federal Government introduced free enterprise agreements.  The Greenham abattoir was the first to be operated anywhere in Australia without trade union involvement.

In December 2001, the company bought the closed Blue Ribbon meatworks at Smithton in Tasmania, establishing Greenham Tasmania Pty Ltd. Today, the plant employs more than 200 people and produces premium beef for the domestic market and over fifteen export destinations. 

The Smithton TAS plant produces some of the world’s best grassfed beef under the Cape Grim label. It’s now found on the menus of leading restaurants and export demand continues to grow rapidly.

In October 2017, Greenham Gippsland Pty Ltd was incorporated with the purchase of the former Moe Meatworks site. Closed since 2015, the meatworks now processes an ever-increasing number of cattle and will employ more than 200 staff as it reaches full production.

In October 2023, Greenham has opened a newly constructed state-of-the-art facility in Tongala VIC.