Northern brand pitches green credentials

This will provide consumers with access to free range beef with accredited animal welfare standards across various products including beef mince, sausages and burgers, under a new Rangelands brand.

Head of livestock for Harvey Beef Kim McDougall said the beef would be sourced from cattle grown in the vast, open ranges of the Kimberley and Pilbara regions, where cattle roam as "nature intended and feast on the abundance of natural grasses".

"Our Kimberley and Pilbara cattle farmers work across some of the largest cattle farms in Australia, and Rangelands supports their hard work and dedication and allows us to build mutually beneficial partnerships," Mr McDougall said.

"It is a chance for (pastoralists) to be part of this program.

"We will have product with the KPCA seal of approval."

As part of the brand, the KCPA has developed specific animal welfare criteria which pastoralists must adhere to which will be checked by an audit program.

"These will be reasonable, practical, pragmatic standards, not lofty, illusionary standards," Mr McDougall said.

"These will be real, on-station standards."

Mr McDougall said the criteria would give customers confidence they are buying a product with an outstanding taste which has been sustainably raised.

He said only pastoralists meeting its criteria will be permitted to supply cattle for the Harvey Beef Rangelands brand.

The criteria includes:

* KPCA approved and monitored animal welfare standards;

* Free range beef;

* No added hormones;

* Antibiotic free;

* Raised on the natural grasses of the WA Rangelands.

A KPCA group will conduct audits to monitor for high standards in the industry and an external independent audit process will then audit the KPCA body.

"We have thought this through because we know we can't afford to make claims that are unsubstantiated or could be challenged," Mr McDougall said.

Pardoo Beef Corporation, northern operations general manager Shane Dunn said the initiative gives pastoralists another market option.

"It gives producers another value-chain opportunity," he said.

"The KPCA is really a tick of endorsement that we at Pardoo are happy to approve.

"While the details are yet to be sorted, the idea is an approval of what we do, it promotes animal welfare and is a great opportunity to create another avenue.

"The devil's in the detail of what the standards are."

Mr Dunn said having a third party audit process will also give the brand credibility.

"On top of that, having the KPCA brand on the packaging also gives consumers an awareness of the region, the environment and that it is a friendly place to grow healthy beef," he said.

"Promoting that can only be a good thing."

KCPA chief executive officer Catherine Marriott said pastoralists were dedicated to animal welfare.

"We are thrilled to be partnering with Harvey Beef to bring a quality product to dinner tables throughout WA from the Kimberley and Pilbara regions," she said.

"Our dedication to higher animal welfare standards matches Harvey Beef's passion for the best quality beef and together we can continue to ensure Western Australians are able to consume ethically produced beef."

Pastoralist Nick Kerle, Hamersley station, Pilbara, said the new brand was a positive step forward for industry.

He said many pastoralists in the north of WA would be keen to jump on board with the concept.

"It's a positive thing for the beef industry and the consumer," he said.

"What consumers see in the media or through animal rights groups can be misleading as to what the product is and what industry stands for, so I think this product will show them what we support and stand for.

"It gives us, who are doing it right, a great advantage."

Mr Kerle said most northern pastoralists would easily meet the criteria and the brand would support what they were already doing.

Pilbara pastoralist Joe De Pledge said he supported the concept and was excited for the positive change it would bring to the industry.

"It is wonderful," he said.

"It is a great thing and I think it will be well supported."

Mr De Pledge said the new brand would give pastoralists more options and consumers could be better educated about the products they are purchasing.

"For the housewife in Perth and the likes, it will educate them that we can grow good beef," he said.

"The message will be easier to get over the line, about clean-green without being organic, because we don't really use anything (so we can meet the criteria).

"It is a great initiative by Harvey and the KPCA."

Minderoo head of investment John Hartman said the product will ensure high standards across industry for the domestic market.

While the products will be supplied exclusively for the domestic market, there is scope to supply Asian markets in the future.

"We know that customers are concerned about where their food comes from and through our partnership with KPCA, we can offer a range which guarantees an exceptional standard of animal welfare," he said.

All beef will be processed on site at the state-of-the art Harvey Beef facility in Harvey, about 140 kilometres south of Perth, which employs more than 400 people.