The West Australian
Eco meat in demand
New brand on the rise
A WA start-up that supplies regeneratively-grown meat is set for major growth with an expansion on to local supermarket shelves and plans for vegan products next year.
Lamb and beef is supplied by Wide Open Agriculture, which partnered with three WA farmers who use techniques that enhance the farm’s ecosystem by focusing on soil health, water management and biodiversity.
Warren Pensini’s Blackwood Valley Beef at Boyup Brook, Tim Stevenson’s Parron Dorper Lamb at Badgingarra and John Dunnett’s Black Point Beef at Scott River all partnered with WOA to supply meat under the brand Dirty Clean Food, pictured.
Launched in May, the new product appeals to a growing army of consumers who care about the provenance and sustainability of what they eat.
WOA managing director Ben Cole said the farmers used practices that promoted soil health, protected biodiversity and improved the water cycle.
Meat is processed at the Dardanup Butchering Company near Bunbury.
Dirty Clean Food has racked up a strong customer base via online sales and about 45 restaurants serve the produce including Cape Lodge at Yallingup, which uses the brand exclusively.
The company took a further leap towards future growth this week by launching a campaign to get Dirty Clean Food meat products in supermarkets across WA.
Independent supermarkets have become the first to stock the brand and discussions with other retailers are under way.
Dr Cole said though it was early days, appetite for the Dirty Clean Food meats had been strong as consumers were increasingly seeking farm-tofork products grown using regenerative farming techniques.
Next steps for WOA, which listed on the Australian stock exchange mid last year, include expanding its sales in SouthEast Asia.
WOA recently received its export licence for these markets and Thai and Japanese delegations visited Blackwood Valley Beef two weeks ago with a view to sourcing its produce.
Dr Cole said given the strong potential, as markets grew, WOA would look to partner with other farmers who met the company’s regenerative principles.
Plans for Dirty Clean Food include the launch of a beverage made from oats sourced from a regenerative farmer in the Kojonup shire, which is expected in the first quarter of 2020.
A lupin food product is under recipe development, aimed at the plant-based burger category. Lupins would initially be sourced from a regenerative farm at Dalwallinu.
“Our whole intention is to build a globally recognised range of foods under the Dirty Clean Food name,” Dr Cole said. “Therefore when people see the name, they recognise it as food that is not just healthy and nutritious, but grown using regenerative farming techniques that protect our planet.”