Tasmanian farming couple Sam and Stephanie Trethewey's strategy to engage with consumers directly is somewhat uncommon for a meat brand, but the grassroots approach is steadily growing their reputation.
The Tretheweys own Tas Ag Co, a farming operation that uses regenerative agricultural practices, based in central-north Tasmania, which supplies Wagyu-cross beef from paddock to plate.
Five months have passed since the couple launched their ambitious meat brand into Tasmanian supermarkets, and the couple says the move has created a discussion about where and how their meat is sourced.
"Most people aren't phased about the Wagyu, they care about the regenerative ag practices and that's where the feedback is coming from," Mr Trethewey said.
The 2000-head grassfed, pesticide-free operation is run across four properties spanning 570 hectares.
Their aim is to turn off between 30 and 40 cattle each month for processing by the end of the year.
Mr Trethewey said restoring native ecosystems and rebuilding soil health through regenerative practices played a key role in the operation.
This is done by introducing multi-species pastures to boost soil and animal health, while at the same time reducing greenhouse gas emissions.
"Our goal is to run a net-positive operation and we're building that proof as we speak and hope to announce something around this in the short term," Mr Trethewey said.
"Ultimately, we want to sequester and store more carbon dioxide than we omit."
A way Tas Ag Co is improving pasture growth and recovery is following a time-controlled, rotational grazing method which includes moving cattle to fresh paddocks daily.
"It's hard to know really about the volume of emissions we are omitting but all the practices we know which are conducive to encouraging microbiology in our soils are gusto and a priority for us," Mr Trethewey said.
"Focusing on increasing our microbiology means we don't use chemicals and very little synthetic fertilisers."
Tassie's fresh meat brand winning over new consumers
The Trethewey's beef herd consists of 50 per cent Wagyu and is growing in popularity as word about the ethics of the operation spreads.
"A disproportionate amount of our interest is from the mainland," Mr Trethewey said.
"People care where their food comes from and also how it's produced and we're finding that people are searching for food that meets their values and beliefs."
As a third-generation farmer, Mr Trethewey, a father of two, admits some regenerative practices were foreign to him when he started researching about the movement.
"In some of our paddocks we sow over 20 different species back into our pastures," he said.
"I'd never done that before and it wasn't until we got into the regen space that we realised it was important to bring biodiversity back into the soil."
The meat is processed locally at a small abattoir in Tasmania and for the past five months has been stocked at Hill Street Grocer, which operates 10 stores across the Apple Isle.
Tas Ag Co's Wagyu beef brand is also set to be featured on stage during the state's winter event, Dark Mofo, which runs from June 16-22.
"We're always looking for innovative butchers and restaurants to try our product," Mr Trethewey said.
"The last few months have been going really well and we're excited about what's to come."
Bryce Eishold
Bryce is a senior journalist with Australian Community Media's Stock & Land where he reports on all aspects of agriculture. Bryce is also the president of the Rural Press Club of Victoria. Email Bryce at bryce.eishold@stockandland.com.au.
Bryce is a senior journalist with Australian Community Media's Stock & Land where he reports on all aspects of agriculture. Bryce is also the president of the Rural Press Club of Victoria. Email Bryce at bryce.eishold@stockandland.com.au.
