Deal spawns new beef brand
Andrew Forrest’s Harvey Beef has announced a multimillion-dollar partnership with the Kimberley and Pilbara Cattlemen’s Association to produce Rangelands brand beef.
The Minderoo-owned company made the announcement last Friday at the association’s field day and conference in Onslow.
Under the deal, hand-picked northern cattle producers will be required to adhere to strict animal welfare standards, as well as hormone and chemical-free status, to deliver an exclusive beef range of mince, sausages and burgers.
Harvey Beef head of livestock Kim McDougall told the gathering the brand would be sold exclusively in Coles WA supermarkets, with an eye on selling the range to the burgeoning Asian market in the near future.
“The company’s Kimberley and Pilbara cattle farmers work across some of the largest cattle farms in Australia,” he said.
“We are pleased to be able to support their hard work and dedication, which allows us to build mutually beneficial partnerships.”
Minderoo head of investment John Hartman said the beef would come from cattle grown in the vast, open ranges of the Kimberley and Pilbara.
“The marketing appeal is that the product will be produced from cattle roaming the rangelands as nature intended and feasting on the abundance of natural grasses,” he said.
“We know that customers are concerned about where their food comes from and through our partnership with KPCA we can offer a range which guarantees an exceptional standard of animal welfare.”
KPCA chief executive Catherine Marriott said the partnership would provide quality product to dinner tables throughout WA.
“KCPA has developed the specific animal welfare criteria which will give customers confidence in buying a product which not only tastes outstanding, but which has been sustainably raised,” she said.
New Agriculture Minister Alannah MacTiernan applauded the partnership.
Ms MacTiernan has a track record of favouring the development of a locally based meat industry instead of relying on live exports.
“We can do better than being a cattleyard for other countries,” she said.
“There is great potential for the development of WA’s chilled and frozen beef market locally and overseas.”