With Coles’ research revealing nearly 80 per cent of customers asking for meat that comes from animals raised and fed naturally, the chain is now offering an entirely grass fed beef range.
Labelled as Graze, the range has expanded from selected stores in New South Wales and Victoria to all States and Territories.
Coles Livestock manager, Steve Rennie, said the popularity of the range had resulted in Coles sourcing beef from more than 300 Australian farming families.
“Grass-fed beef has long featured on menus at top steak restaurants and now customers can serve up Aussie grassfed beef on their menus at home,” Mr Rennie said.
“Due to the overwhelming response from customers enjoying the quality and flavour, and with many requests for more products, we’ve been working hard to be able to supply this range to more Australians.
He said the Graze program required all farmers to be independently assessed by industry auditor AUS-MEAT to ensure they were meeting the rigorous standards in animal husbandry and pasture management.
Unique to the industry, the Graze program also specified cattle were never fed grain to supplement their diet, even in challenging weather conditions.
Second generation Wangaratta cattle producer, Nigel Stephens, praised Coles for supporting grass-fed farming practices.
“I’ve been working with Coles for more than 15 years and this provides a fantastic opportunity for my farm to diversify and increase our supply,” Mr Stephens said.
“It means we will provide more cattle and get a good price all year round.
“The secret to grass-fed beef is that there is no secret.
“Our pasture-fed cattle are raised naturally and raised with care.
“The customer should be happy knowing that it has only been fed grass and that’s all – and they can be confident about where it comes from,” Mr Stephens said.
The customer should be happy knowing that it has only been fed grass and that’s all – and they can be confident about where it comes from.