Beef like you've Never Ever seen

In the past six months, the Chisholms have undertaken a revamp of their 145-hectare operation to join a new program which processes 100 per cent grass-fed cows, raised without hormones or antibiotics.

The couple joined Greenham's Never Ever program which follows "humane farming practices" in a move to curb a threat of vegan animal activism and to promote an ethically sustainable way of farming.

"This program is trying to get around that so there's no reason to protest because the animals are treated nicely," Mr Chisholm said.

Under the program, cows cannot be given hormone growth promotants, be fed grain, confined to a feedlot and must be certified by Meat Standards Australia.

The transition from traditional ways of practices such as castration and winter feeding has been smooth, according to the Chisholms, who believe the brand is having a positive affect on market day.

"We got 366 a kilo for little yearlings, light-weight stores at a sale in Koonwarra last week and we believe the program has helped us get that price and demand," Mrs Chisholm said.

"Most of the farmers out here are getting older and we've noticed a bigger demand in quieter cattle and apparently we handle our cattle so well that they're very quiet."

As a supplementary for grain, the Chisholms have trialed a grain-free beef pellet which costs on par with feeds previously used in winter.

Other practices include proactive vaccinations for conditions such as pink eye, a condition Chisholm cattle have been subject to in the past, reducing the need for antibiotics.

Although in the event an animal does require treatment with antibiotics, they are tagged and separated from the main herd prior to slaughter.

Calves are also separated from their mother at six months, and when castration takes place, cattle are given oral liquid pain relief.

The Never Ever brand also prevents cattle from dropping below a 2.5 condition score, reducing underweight and malnourished cattle from slaughter.

"The main thing buyers like is their temperament," Landmark Leongatha livestock agent Andy Grant said.

"They're genuine, their temperament is good and they're consistent and they do the job for people.

"It also relates to good farming practices and these are very natural cattle raised on good country and they're handled quite often and that makes a difference when they're in the yards."