“The Shers operate by a philosophy of commitment, loyalty and communication in all customer relationships and say the best orders are not the first one but the second and repeats.”- Shan Goodwin, The Land

THE most successful paddock to plate stories seem to evolve from a willingness to step outside comfort zones and react quickly to changing forces.

Certainly that is the case with one of the country’s leading beef brands, Sher Wagyu, produced by Victorians Nick and Vicki Sher and their family.

The Shers have weathered all the ups and downs of the Wagyu game since they started breeding 25 years ago, from the early days of live export to developing their award-winning brand which is now sold both direct to restaurants and the food service sector in Australia and to 14 export markets.

A recent achievement is supplying a new restaurant in Shanghai, China, based entirely on Sher Wagyu, complete with a display fridge in the entrance foyer full of Sher branded cuts.

The Shers operate by a philosophy of commitment, loyalty and communication in all customer relationships and say the best orders are not the first one but the second and repeats.

Their operation was put under the spotlight at the 2016 Australian Wagyu Association conference, held in NSW’s Hunter Valley last week.

The Shers have a fullblood herd of around 500 head at their 280 hectare home property at Ballan,“Glen Leckie”, near Ballarat.

They have another 970ha farm in the State’s north east and agist or background cattle on a further seven properties, all up running around 6000 cattle.

Four thousand head are also on feed near Wangaratta, where the cattle are finished for over 400 days on a specially-formulated Japanese style ration.

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ARTICLE BY SHAN GOODWIN, THE LAND