From unused meats to dog treats

Nerbas Bros. Angus is tapping the pet market to capture more value from unpopular cuts

Reading Time: 2 minutes

Published: September 25, 2024

Nerbas Bros. Angus healthy dog treats, called Juno Bites, are made of beef organ and muscle meat.

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.

Nerbas Bros. Angus healthy dog treats, called Juno Bites, are made of beef organ and muscle meat. photo: Submitted

“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.

Juno the beagle was the inspiration for the name of Juno Bites, Nerbas Bros. Angus’ healthy dog treats. photo: Submitted

“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.

About the author

Miranda Leybourne

Miranda Leybourne

Reporter

Miranda Leybourne is a Glacier FarmMedia reporter based in Neepawa, Manitoba with eight years of journalism experience, specializing in agricultural reporting. Born in northern Ontario and raised in northern Manitoba, she brings a deep, personal understanding of rural life to her storytelling.

A graduate of Assiniboine College’s media production program, Miranda began her journalism career in 2007 as the agriculture reporter at 730 CKDM in Dauphin. After taking time off to raise her two children, she returned to the newsroom once they were in full-time elementary school. From June 2022 to May 2024, she covered the ag sector for the Brandon Sun before joining Glacier FarmMedia. Miranda has a strong interest in organic and regenerative agriculture and is passionate about reporting on sustainable farming practices. You can reach Miranda at [email protected].

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