1788 Beef, the premium Australian beef brand of the Jan Zandbergen Group, has undergone a rebranding.1788 now has a fresh, contemporary look that embodies the story behind the brand.
For years, 1788 Beef has been well-known in the hospitality and foodservice market for its high quality grain fed beef from Australia. The brand carries a rich story that dates back to 1788, the year Captain Arthur Phillip first set foot on the east coast of what we now know as Australia.
Captain Arthur Phillip had six cows and a bull on board his fleet. What followed was no coincidence, but the beginning of a tradition. In the fertile lands of New South Wales, the animals found an environment that respected their natural rhythm. The climate, the land, and what it offered turned out to be the ideal combination for producing premium meat. Thus began a tradition of care, patience, and craftsmanship in the art of cattle farming. A tradition that lives on in our brand, 1788 Beef.
1788 is more than just a name. It is a tribute to the beginning of something great. To the pioneering spirit of the past and the passion for quality today. That’s exactly what we aim to express with this rebranding. “Consumers in Europe increasingly value knowing where their meat comes from,” says Laurens Zandbergen, Marketing Manager at the Jan Zandbergen Group. “With 1788, you’re not only serving the highest quality meat, but also telling a story. Moreover, our meat is fully traceable. We know exactly where it comes from. Recently, our team even traveled to Australia to visit the farmers.”
The foundation of extraordinary beef doesn’t lie in a factory, but on the land. On the sun-drenched plains of New South Wales and Queensland, our cattle are raised the right way: with space, calm, and respect. Here, they live freely for at least 26 months, grazing on green pastures with access to clean water and natural feed. Farmers go to great lengths to ensure the animals live as stress-free as possible. This not only supports animal welfare, but also contributes to the exceptional flavor of the beef.
The cattle are then grain-fed for 120 to over 300 days, creating beautiful marbling throughout the meat. During the journey from Australia to Europe, the beef undergoes at least 28 days of wet-aging in vacuum packaging, allowing natural enzymes to enhance flavor and tenderness, and contains the weight of the meat.
At 1788, we select only beef of the highest quality and from the best breeds. Our Black Angus beef comes exclusively from purebred Black Angus cattle and is therefore verified by Angus Australia as 100% Black Angus beef. Our Australian Wagyu comes from Wagyu cattle with F1–F3 genetics. Last but not least, we also offer meat from English crossbreeds, including Angus crosses, under the Black Reserve range. Every cut is hand-processed and meets strict quality and certification standards. The meat is also halal-certified.
1788 is recognized by Aussie Beef. Together with Meat and Livestock Australia (MLA) and the broader meat industry, they implement traceability and quality systems. Not only do these systems allow Australia to produce high-quality red meat, they also provide the peace of mind that Australian red meat is reliable and can be enjoyed wherever it is consumed.
The new look of 1788 strikes a balance between history and quality. “Everywhere you look, you’ll notice something new on the packaging, while the prominent 1788 logo with its golden rim breathes calmness and quality,” says Laurens Zandbergen. “We presented the new packaging at the Anuga trade fair in Cologne, where we received very positive feedback on the rebranding.” The 1788 logo remains recognizable. “1788 is a trusted brand among professionals for years now. We wanted to keep some familiarity for our customers. But now, alongside quality and flavor, they can also serve the story to their guests.”
Made for professionals
1788 Beef is made for professionals who refuse to compromise on taste and quality. The range includes carefully selected cuts and juicy burgers, available through various wholesalers across Europe and via the Jan Zandbergen Group. The complete product range can be found at https://1788beef.com. Interested in adding our beef to your assortment? Contact us at sales@janzandbergen.com or call +31 (0)318 563 563.
