PDS Abbatoir recently unveiled its new brand image and new feedlot facility in Tutong, following the company’s new direction of importing and fattening feeder cattle in lieu of ready-for-slaughter cattle.
A subsidiary company under Darussalam Assets, PDS’ rebranding initiative is meant to increase brand awareness and to modernise the more than two-decades-old company’s reputation as “the home of good beef”.
“The establishment of the feedlot facilities signifies PDS’ future plan to transform its operation from the importation of ready for slaughter cattle to the importation and fattening of feeder cattle,” said the cattle abattoir in a statement.
Subsequently, the new facility has increased PDS’ holding yard capacities from the 800 heads of cattle to the present 2,800 heads with cattle breeds that range from Angus to Brahman Cross. In the future, that number is hoped to increase to 6,800 heads.
Furthermore, the additional capacities will enable PDS to play a more significant role in serving the country with freshly slaughtered and competitively priced high-quality Halal beef and processed products.
“This will contribute to food self-sufficiency, replacing the frozen and chilled imported meat and thus creating more value in Brunei Darussalam,” the statement added.
According to PDS, a land lease agreement for an additional 55 hectares at the Batang Mitus Agricultural Development Area (KKP) between PDS and the Ministry of Primary Resources and Tourism, the location in which the new feedlot facility currently stands on.
The additional area was also intended for a Napier Grass plantation, a type of grass that is used for cattle fodder.
“In preparation for the full-scale feedlot operation, a pilot feedlot project involving 80 feeder cattle will commence in the second quarter of the year,” they continued adding that in the meantime, PDS is supporting national food security by importing additional ready-to-slaughter cattle from Australia and live sheep from Indonesia.
On the new branding, PDS’ new logo and packaging are meant to reflect its strong commitment to produce and deliver high-quality products for its consumers, with the drive to elevate its performance for the betterment of the company, the customers and the nation.
“With the consolidation of PDS’ key operations, and with the opening of this new feedlot facility as well as the introduction of the new branding, PDS’ promise is clear and true to its principles – to produce high-quality products for the market that demands it,” they continued.
THE BRUNEIAN | TUTONG