Wagyu Branded Beef Competition

Recognising the most exciting and innovative Wagyu brands

Celebrating Excellence in Wagyu Beef Production!

The Australian Wagyu Association (AWA) is proud to present the 2025 Wagyu Branded Beef Competition (WBBC) – the only branded beef competition supported by an independent breed representative organisation. The WBBC presents an unparalleled opportunity for Wagyu brands to showcase their products’ extraordinary quality proudly. We are committed to advancing Wagyu as the world’s luxury beef and promoting excellence in its production.

By participating in this competition, you have the chance to demonstrate your dedication to quality Wagyu production and gain well-deserved recognition. Let your passion for premium Wagyu shine in the 2025 Wagyu Branded Beef Competition


Key competition dates & entry regulations

Entry into the 2025 will open soon. For entry and delivery related questions, please get in touch with Emily Rabone (AWA Communications and Marketing Manager).

Delivery of entries: 4 – 8 Nov 2024
WBBC judging days: 11 – 12  Nov 2024
WBBC Awards Dinner: 9 Apr 2025

Competition General Competition Regulations and Assessment Criteria

Familiarise yourself with the entry regulations. These comprehensive guidelines will provide you with all the necessary details about the entry process. Submit your entry so you don’t miss out on this exceptional opportunity to stand out as a leader in the world of Wagyu beef production.

2024 Class descriptions

Fullblood Wagyu

All entries must be Herdbook registered or a DNA sample will be taken by AWA for Genomic Testing and Parent Verification. Class One optimises the ultimate in the Fullblood Wagyu eating experience, with elevated Marble Score (MS), Fineness and high levels of unsaturated fat.


Purebred Wagyu 

All entries must be by a registered sire. DNA sample will be taken by AWA for genomic testing, Wagyu Content Testing and Parent Verification. Class Two recognises the outstanding gains being seen in the Purebred sector (93+% Wagyu). Capable of achieving very high marble scores, these Purebred entries are combining leading Fullblood genetics with new characteristics such as Polled.


Crossbred Wagyu

No Marble Score restriction. DNA sample will be taken by AWA for Wagyu Content Testing and Parent Verification. Class Three open to all non-Fullblood and non-Purebred Crossbred Wagyu cattle of at least 50% to a maximum of 93% Wagyu (F1 – F3+). It celebrates the best of Crossbred Wagyu production.


Open F1 Wagyu

No Marble Score restriction. DNA sample will be taken by AWA for Wagyu Content Testing and Parent Verification. Class Four recognises the power of Fullblood Wagyu genetics over optimal dam genetics from other breeds. The Open F1 Wagyu class provides an opportunity to showcase the best of F1 Wagyu production.



Commercial Wagyu MS 5-7

DNA sample will be taken by AWA for Wagyu Content Testing and Parent Verification. Class Five is a staple for all Crossbred Wagyu brands, representing value and premium quality within Crossbred Wagyu production. Within the Marble Score 5-7 category, the Wagyu Commercial steak can provide access to unique fine marbling and dining characteristics unique to Wagyu influenced products.




Gary McPherson Memorial Packers Award
Each year, the judges are amazed by the size and quality of the entries nominated by our Australian Wagyu supply chains. The Gary McPherson Memorial Packers Award pays homage to out mate Gary and recognises the most visually appealing entry, typifying the excitement and anticipation of the Wagyu dining, as judged by the back-room handlers preparing entries for the judging days.
Reserve Champion Wagyu
The Reserve Champion is the second place overall highest score across all entries in the WBBC. The entry can be from any category and the Reserve Champion recognised outstanding achievement in the production of Wagyu beef to its highest standards.
Grand Champion Wagyu
The Grand Champion is the entry with the highest overall score across all categories in the WBBC. Each year, the Grand Champion is celebrated by all in the Wagyu Sector as being the pinnacle of Wagyu production for the year within the WBBC, the only Wagyu-specific beef competition that puts the best Wagyu brands and new entries head-to-head to enable continual improvement in Wagyu quality in search of the ultimate eating experience.


Judging Terminology

Wagyu Branded Beef Judging Terminology

What does the Wagyu taste like? What flavours are present? And how does it feel when I eat it?

These are the questions our judges ask when comparing Wagyu beef.

Each aspect will be influenced by marbling, the firmness and texture of the beef, as well as the hints of how the Wagyu cattle were raised.

To describe how it feels to chew Wagyu beef we use: chewy, enjoyable-chewy, fibrous, granular, greasy, mushy, silky, tender, textureless, tough, very-tender, other.

The impression given from the release of the meat’s water-holding capacity on first eating defines the juiciness. The melted intramuscular fats in highly marbled beef will be a major contributor to this but will also include the consumer’s saliva. The salivation response will be tempered by aroma and hunger.

Very-dry, dry, slightly-dry, initial juiciness, very juicy, lasting juiciness.

There are five taste receptor groups; sweet, salt, bitter and sour plus the Japanese flavour ‘umami’ (which means beefy, savoury, brothy or delicious). There are up to 880 volatile compounds of different chemical classes reported in cooked Wagyu beef.

Descriptors: beany, bitter, buttery, caramel, cereal, chemical/medicinal, citrus, clean and fresh, creamy, dairy, earthy, fatty, fishy, herbal, kerosene, livery, low, putrid, metallic, nutty, popcorn, rancid, rich, rounded, salty, soapy, sour, stale, sweet, toasty, unami, other.

What does the Wagyu beef smell like? The perception of the volatile characteristics of food is perceived by receptors primarily in the nose.

Descriptors: Beefy, caramel, cardboard, cereal, citrus, sulphury, fishy, medicinal/chemical, herbaceous, putrid, stale, musty, livery, kerosene/solvent, low/faint, toasty, popcorn, fresh, floral, pungent, other.

Past competitions



South Australia’s Mayura Station became the first Australian Wagyu producer to take out Grand Champion three times at the Wagyu Branded Beef Competition (WBBC) with a Class 1 Fullblood Wagyu entry of their Signature Series steaks. The 13th annual awards, hosted by the Australian Wagyu Association (AWA) at their annual WagyuEdge conference, is currently running until 12 April in Queensland’s sunny Cairns.



Important Notice and Disclaimer

It is very important that you appreciate when viewing the AWA database that the information contained on the AWA database, including but not limited to pedigree, DNA information, Estimated Breeding Values (EBVs) and Index values, is based on data supplied by members and/or third parties.

Whilst every effort is made to ensure the accuracy of the information reported through AWA, AWA officers and employees assume no responsibility for its content, use or interpretation. AWA disclaims all liability (including without limitation, liability in negligence) for all expenses, losses, damages and costs you may incur as a result of the use by you of the data on this AWA database and the information supplied by ABRI and AGBU being inaccurate or incomplete in any way for any reason.

Regarding EBVs and Index values, it is very important to appreciate, and you need to be aware that:

  • EBVs are derived using Wagyu Single Step BREEDPLAN technology developed independently by the Animal Genetics and Breeding Unit (AGBU), using the information contained within the AWA database.
  • AGBU is a joint venture of NSW Department of Primary Industries and the University of New England, which receives funding for this purpose from Meat and Livestock Australia Limited.
  • AWA relies solely on advice provided by AGBU and ABRI in accepting Wagyu Single Step BREEDPLAN software.
  • EBVs published in Wagyu Single Step BREEDPLAN are estimates of genetic potential of individual animals and may not reflect the raw animal phenotype.
  • EBVs can only be directly compared to other EBVs calculated in the same monthly Wagyu Group BREEDPLAN analysis.

Regarding pedigree and DNA testing results submitted to the AWA, it is very important to appreciate, and you need to be aware that:

  • Pedigree and DNA data submitted and supplied to AWA may have errors in it which cannot be detected without further DNA testing.
  • Technology may have advanced since a particular test was undertaken so that previous inaccuracies which were not detectable are now able to be detected by current testing technology.
  • AWA estimates that less than 1% of the pedigree entries, ownership or breeding details in the AWA Herdbook may have errors or which may be misleading. For this reason, users ought to consider if they need to obtain independent testing of the relevant animal (if possible) to ensure that the data is accurate.

Regarding prefectural content, it is very important to appreciate, and you need to be aware that:

  • Prefectural content is based on the estimation of prefectural origin from Japanese breeding records of 201 foundation sires and 168 foundation dams.  As genotype-based parent verification is not used in Japan, and full Japanese registration certificates are not available for all foundation animals, exact prefectural composition for these sires and dams cannot be validated.
  • The calculation of prefectural content for Australian Herdbook animals relies on the accuracy of pedigree records and DNA samples provided by AWA members.
  • The reporting of prefectural content for animals within the AWA Herdbook relies on the calculation provided by ABRI.

If you consider that you do not understand or appreciate the nature and extent of the data provided on this website or the EBVs of a particular animal, then AWA strongly recommends that you seek independent expert advice.