THE Australian grainfed beef sector is about to launch a new platform to showcase the quality attributes of grainfed beef production in Australia, allowing the sector to tell its authentic story on how its members nourish cattle, land and communities.

Being officially launched at Beef Australia 2021 next Wednesday, the new website grainfedbeef.com.au is a dedicated resource that supports the many grainfed beef producers, suppliers and consumers who produce, market and consume the delicious, nutritious and consistent quality beef.

Queensland-based lotfeeder, Barb Madden, from Smithfield Cattle Co near Proston, said it was a project brought on by curious consumers and those involved in producing and supplying the highly sought-after product.

Barb Madden

“To date, there has been a lack of readily accessible, credible information available, specifically on the production of grainfed beef in Australia. A central source of verified information will prove to be a valuable resource for those seeking out this information,” Ms Madden said.

The site and Instagram account [@grainfedbeef] promise to deliver tantalising stories on how grainfed beef is produced and how people like to enjoy the tender, juicy flavours that are consistent with grainfed beef.

“Australian grainfed beef is an exceptional product, underpinned by a quality assurance system that is considered world’s best practice. Consumers might be surprised by the quality, care and pride that goes into every step, from production to product, welfare and environment,” Ms Madden said.

“The website will help us collectively tell our story in a clear and engaging way about the high standards we operate to and communicate the progress we’re continually making in line with community expectations,” she said.

Anyone seeking out information on grainfed beef production will find value in the site, which covers sought-after topics including animal welfare, environment, production, product, nutrition, and people.

The grainfed sector’s peak industry body, the Australian Lot Feeders Association, in collaboration with Meat & Livestock Australia, worked with lotfeeders, restaurateurs and chefs to bring grainfedbeef.com.au to life. The platform was developed by Brisbane brand and marketing specialist, Derek Tan from www.generator.com.au

Lotfeeders and brand owners are encouraged to get behind the site by sharing it with their networks and contributing to the success of the campaign by sharing their own story via grainfedbeef.com.au.

• ALFA invites interested parties to attend their launch event at Beef 2021 in Rockhampton at 4pm on May 5 at Stand 85, Walter Pearce Pavilion. ALFA is also running a ‘Dine out on Grain Fed Beef’ giveaway via the website and instagram account until June 25. Enter for a chance to win a $600 Good Food Restaurant Gift Card and a limited-edition Sabatier Australian Grain Fed Beef Chefs knife.