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Livestock operation turns unused meat into dog treats

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Published: October 25, 2024

Nerbas Bros. Angus is selling dog treats, called Juno Bites, made from previously unmarketable beef cuts.  |  Nerbas Bros. Angus photo

Manitoba cattle farm finds a new source of customers for unpopular meat cuts for which there was previously no market

Glacier FarmMedia – 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.

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.

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.

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 mleybourne@farmmedia.com.

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