DNA technology to be used to track Braveheart beef

by Eric Schroeder
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LAWRENCE, KAS. — Performance Food Group (P.F.G.) has teamed with IdentiGEN North America to offer DNA TraceBack, a system that uses an animal’s DNA profile to verify brand claims for beef and pork. The technology will be used on P.F.G.’s Braveheart Black Angus Beef brand, which is served in more than 11,000 restaurants, food service outlets and grocery retailers.

“We’re using DNA to assure our customers that the precise standards behind Braveheart Black Angus Beef are being met,” said George Holm, president and chief executive officer of P.F.G. “It’s part of Braveheart’s fearless commitment to quality.”

All Braveheart beef products must come from Angus cattle humanely raised in the Midwest on an all-vegetarian, corn-based diet.

“DNA TraceBack uses nature’s own bar code — the DNA of each animal — to identify and trace each cut of meat from farm to fork,” said Ronan Loftus, c.e.o. of IdentiGEN North America. “There is a lot of marketing noise out there. DNA technology cuts through that noise, and provides the ultimate proof of product integrity. Kudos to P.F.G. for raising the bar.”

The technology has been used in Europe for more than a decade.
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