Western Australian meat processor and packer Harvey Beef has announced a new Rangelands beef brand, targeting consumers interested in animal welfare and hormone-free meat.
According to Harvey Beef, Rangelands beef is backed by accredited animal welfare standards, and promises to be hormone and antibiotic free, as well as grass-fed.
“The beef will be sourced from cattle grown in the vast, open ranges of the Kimberley and Pilbara, where cattle roam as nature intended and feast on the abundance of natural grasses,” the company said in a statement.
The product will come in value-added retail-ready form, with the range including beef mince, sausages and burger patties. The range will not include steak or whole-muscle cuts.
The company is targeting retail initially, but is also interested in supplying to the food service industry.
Pastoralists from the Pilbara and Kimberley who supply for the brand will need to be accredited through the Kimberley and Pilbara Cattlemen’s Association (KPCA). The KPCA has developed specific animal welfare criteria which the pastoralists must adhere to, including a third-party audit program.
“These criteria will give customers confidence in buying a product which not only tastes outstanding, but which has been sustainably raised,” said Harvey Beef in a statement.
“Our dedication to higher animal welfare standards matches Harvey Beef’s passion for the best quality beef, and together we can continue to ensure Western Australia is able to consume ethically-produced beef,” said Catherine Marriott, chief executive of the KPCA.