Nerbas Bros. Angus near Shellmouth, Man., has a philosophy of whole-animal utilization where possible. Its new value-added business venture fits that theme.
The farm has launched Juno Bites, dog treats made from beef organs that previously had no market.
Why it matters: Diversifying into animal treats adds a new facet of direct marketing for Nerbas Bros. Angus, and dovetails with the farm’s values around sustainable farming and waste reduction.
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Juno Bites feeds into growing consumer demand for natural, nutritious pet products. The farm came up with the idea after finding few buyers for organ meat.
“Customers would maybe take a liver, but that was pretty much it,” said Arron Nerbas, co-owner of Nerbas Bros. Angus.
The farm tries to derive as much benefit as possible from each animal it processes, so the Nerbas team explored alternative uses for organ meats.
They initially considered the human supplement market, where freeze-dried organ meats have gained popularity due to their nutritional benefits. However, regulatory hurdles, particularly with Health Canada, made that route impractical.
Pet products were a more viable option.
Juno’s Bites
Nerbas Bros. Angus launched the dog treats in July, named after the family’s beagle. Juno Bites are now displayed at the farm’s retail space, The E Butchery on Main, in the nearby community of Russell. Made primarily from freeze-dried liver and other organ meats, the treats are simple, Nerbas said.
“There’s a health aspect. The dog likes it, it tastes good for them.”
The process of freeze-drying each batch can vary, depending on moisture content of the organs. It requires constant monitoring to ensure the perfect final product.
Customer response has been overwhelmingly positive, Nerbas said, and social media played a crucial role in promotion.
“People that have tried it love this stuff,” he said. “It’s crazy. They come back.”
It’s proven popular enough that the farm has decided to expand the venture. It is also revamping the website, set to launch alongside an online custom ordering system in October.
