Wednesday, April 24, 2024

A taste for beef

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Got beef? If you are reading this publication the answer is probably yes, but if not, check out www.greenmeadowsbeef.co.nz. Actually, if you are a beef farmer you may want to check it out anyway. The Taranaki-based Carey family believe a boutique-style, integrated supply chain is the right way for them to capture more value from their premium product while keeping the family involved in farming.
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They are putting their money where their mouth is to make their dream happen.

Green Meadows Beef came into being in November last year based on a desire to build a multi-generational family business with the family farm at its core.

Surrounded by dairy farms, the 170ha coastal Taranaki property has spent most of its farming life also riding the white tidal wave of dairy farming.

Quality is one of the main selling points. The beef is positioned as a premium, export-quality product, raised on grass under low-stress conditions in what is a beautiful part of the country.

Responding to market demand, Green Meadows Beef is focusing now on pure Angus cattle.

The beef is aged bone-in for six days before being processed and vacuum packed then aged for another couple of weeks before being shipped. The resulting tenderness underlines the premium price point – after talking the talk, the company needs to walk the walk to ensure repeat business.

The company is still in its infancy so ultimate success or failure is an unknown. The family is learning as it goes and evolving quickly to try to carve out a niche and develop a multigenerational, integrated food business.

The Careys are not trying to take over the world – their 10-year goal is to be able to process and sell all 1500 steers finished on their home block. An alignment of circumstance, determination and technology may very well see that dream come true.

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