JBS Australia has become the first Australian beef processor to adopt a new objective carcase measurement technology.

JBS has received ‘Facility Objective Carcase Measurement Device Approval’ from AusMeat for the use of the MEQ cold carcase grading camera, to be used initially at the company’s Dinmore and beef City (Qld) and Riverina (southern NSW) processing sites.

The device won an Australian Meat Processor Corporation award during last Thursday’s R&D Innovation Showcase in Brisbane for Driving Innovation & Technology Leadership.

The adoption of the technology reflects JBS Australia’s strategic focus on branded beef programs and delivering consistent, premium-quality products to customers around the world.

The adoption of OCM technology marks a significant advancement in carcase grading, with a number of devices now AusMeat-approved for use in measuring various meat quality and yield attributes.

The MEQ cold carcase grading camera replaces traditional subjective manual assessments with precise, technology-driven evaluations. The system delivers highly repeatable and reliable measurements, reducing grading variability and ensuring consistent brand quality outcomes across all approved facilities.

JBS Northern chief operating officer Brendan Tatt said as the first processor to achieve this approval, JBS was proud to lead the industry in embracing innovation that enhances transparency, consistency, and quality.

“This is more than a technological upgrade—it’s a strategic investment in the future of Australian beef,” he said. “We look forward to continuing our work with industry partners to expand the benefits of new technology across the supply chain.”

“Consistency is the cornerstone of our branded beef programs, and by integrating this camera technology, we’re not only enhancing the reliability of our grading processes but also reinforcing our commitment to delivering a uniform eating experience for consumers, regardless of where the product is processed,” Mr Tatt said.

The initiative is the result of collaboration between JBS Australia, Meat & Livestock Australia, the Australian Meat Processor Corporation, and technology developer MEQ.

Together, these organisations have worked to develop and validate the MEQ camera grading system, culminating in AusMeat’s formal approval earlier this year.

MEQ chief executive Remo Carbone said JBS’s adoption was a milestone moment for the camera technology.

“Our solution gives JBS greater confidence in product quality, ensuring consistency for both domestic and export markets. With the US herd size at historical lows, it’s more important than ever for Australian red meat brands to have a thorough understanding of their product composition, allowing them to plan ahead and adapt to changing market conditions,” he said.

Through-chain benefit

MLA’s Objective Measurement Program lead Dean Gutzke said having tools like the MEQ Camera grade at the required speed and accuracy needed by JBS demonstrated to both MLA and AMPC how value can be created from more consistent, objective measurements, helping to align with market expectations.

“By enabling greater transparency and predictability in eating quality, this innovation supports the long-term competitiveness of Australian red meat,” he said.

Beyond internal quality assurance, the implementation of OCM technology also benefitted cattle producers, enabling improved consistency in carcase feedback, providing producers with more accurate data on traits that influence market performance and consumer satisfaction.

“This empowers producers to make more informed decisions around breeding, feeding, and management strategies, ultimately driving improvements in herd performance and profitability,” he said.

JBS earned the Driving Innovation & Technology Leadership at AMPC’s Innovation Showcase last week, for the company’s work with MEQ, AMPC and MLA following three years of collaborative work developing the MEQ camera including the integration and deployment across JBS sites, paving the way for industry adoption of new technologies and advancing efficiency, safety, sustainability and competitiveness. Pictured from left, Niels Juel, Multivac Australia; Edwina Toohey, AMPC; Michael Finucan, JBS Australia; and Stuart Shaw AMPC

AMPC program manager Stuart Shaw said this outcome highlighted how strategic collaboration and long-term vision could deliver innovative technologies that strengthen the efficiency and competitiveness of the industry.

“It represents the culmination of more than a decade of investment, research, development, and commercial validation across the red meat sector,” Mr Shaw said.

“AMPC has long prioritised the development and implementation of objective measurement technologies, including the MEQ Camera, as part of our strategic plan. By enabling data-driven carcase evaluation, supported by advanced optimisation tools and calculators, these technologies are helping processors like JBS maximise returns on each carcase and meet evolving market demands with greater precision.”

The success of the project set the pathway for further adoption and roll out across the industry, benefiting the reputation of Australian beef as a sector, he said.

Source: JBS, MEQ