Eco meat in de­mand

New brand on the rise

The West Australian - - WESTBUSINE­SS - JENNE BRAMMER

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.”

Pic­ture: Denise Rix

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