Coles develops grassfed strategy

24 Oct, 2014 01:00 AM
Guyra cattle producer Bill Mitchell.
It's a great tasting product (and) there’s also a good story behind how it’s grown
Guyra cattle producer Bill Mitchell.

COLES was early to adopt “ethically produced” meat branding, but it’s been a late arrival in the consumer trend toward grassfed beef.

Last week, Coles corrected that gap in its lineup, rolling out its certified grassfed beef label, GRAZE, to about 270 supermarkets in Victoria and NSW.

About 18,000 cattle a year will be sourced from around 180 producers in the first year, with the intention of increasing volume based on sales.

The range will include porterhouse, scotch fillet, rib eye, eye fillet, rump, schnitzel, lean mince, roasts, stir fry, casserole and ribs. Along with the grassfed branding, GRAZE cuts will also carry Coles’s HGP-free (hormone growth promotant) label.

Unlike Woolworths, Coles is not using the Pasturefed Cattle Assurance Scheme (PCAS) to certify its label, choosing instead to use its own scheme.

“Coles adopted its own independent assessment for grassfed beef to cater for all producers, including smaller family farmers who want to supply direct to Coles, as well as our customers,” a Coles spokesperson said.

Coles said GRAZE is “based on the principles contained in PCAS”, but it wants the flexibility to add other criteria, understood to relate to animal welfare and environmental standards.

“PCAS-registered producers are well placed to potentially supply beef to GRAZE,” the Coles spokesperson said.

“If suppliers of GRAZE are PCAS-accredited, Coles will of course recognise that accreditation and work with the producer on the additional requirements that Coles is looking to deliver.”

Producers looking to supply GRAZE will have to undergo an on-farm assessment, and then accept audits that will be performed on all GRAZE producers over a three to five year rotation.

Coles said GRAZE was established after a year of discussion with a working group of eight producers representing different production zones across Victoria and NSW.

Company representatives also met with Cattle Council of Australia (CCA) and Meat and Livestock Australia before establishing the brand.

CCA PCAS co-ordinator Lisa Cotter welcomed Coles’ recognition of PCAS as “the industry standard” for grassfed beef accreditation; Marc Greening, chair of CCA’s PCAS Management Committee acknowledged that PCAS “isn’t a fit for all producers and may not be tailored to all potential customer’s needs”.

“It is however the most robust foundation to build from.”

“CCA remains willing to engage any new potential grassfed beef opportunities and develop additional elements to complement the PCAS to provide any other assurance in line with their end customer’s needs, provided that the integrity of the PCAS is maintained throughout.”

Any grassfed beef that is put before consumers, and recognised as such, is good for the cattle industry, Mr Greening added.

“As the body representing all grassfed beef producers the challenge is to enable PCAS to be the system that allows producers to supply all grassfed markets with the one certification program, and ensure the grassfed claim maintains integrity.”

Second generation Guyra, NSW, cattle producers Bill and Jacqui Mitchell, who began focusing on grass-fed cattle three years ago, welcomed the establishment of the new grass-fed brand.

Mr Mitchell has been supplying Coles for nearly five years, and was part of the Coles working group involved in the establishment of GRAZE.

“I’m very passionate about grassfed beef – not only is it a great tasting product but there’s also a good story behind how it’s grown,” Mr Mitchell said.

Date: Newest first | Oldest first


Barcoo Battler
24/10/2014 8:29:00 AM

As per usual blah blah blah about how great it all is and never a sniff of a price other than a "premium" on the rock bottom worst in the world liveweight price. When will producers wake up to all these smoke and mirrors junkets which are just marketing gimmicks that become a tool to discount the majority for an illusionary "premium " for a few. The Aust Livestock Exchange underpinned by the PPP trade practice rule will see everyone list their -PRICING grids, specifications, Quantity, Delivery point and expiry date THEN the first in will lock in and every one of these diff SCHEMES will COMPETE!
24/10/2014 11:58:41 AM

As per usual Barcoo whinge whinge whinge. If you aren't happy with the way the market works then do something different. Or have you forgotten that no one has ever forced you or any farmer to sell to anyone.
27/10/2014 8:43:42 PM

Jaydinsouth .. surely you don't actually believe that nonsense that you dribble/write. There is no transparency in the current excuse for a cattle market. A few uneducated idiots take their fools gold and go outside the system to hedge directly to processors only to disadvantage of others trying to be open and honest in their dealings. The few pieces of silver you and your few mates achieve set the precedence to destroy any open auction system. It's not about anyone being forced to sell.....It's about some sort of regulatory framework to ensure a fair and reasonable open market trade. fix it!


Screen name *
Email address *
Remember me?
Comment *


light grey arrow
I'm one of the people who want marijuana to be legalized, some city have been approved it but
light grey arrow
#blueysmegacarshowandcruise2019 10 years on Daniels Ute will be apart of another massive cause.
light grey arrow
Australia's live animal trade is nothing but a blood stained industry that suits those who