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Provenir - Ethical Online Butcher

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Provenir FarmGateMSU high welfare meat attracts funding

MEAT processing start-up Provenir announced it has raised $1.4 million in seed round capital. 

Formerly known as Farm Gate MSU, the company aims to produce a new category of high welfare meat by processing cattle on farm in a mobile abattoir.

The company said processing meat on the farm eliminates the stress associated with live transport. 

Part of the inaugural cohort of the SproutX accelerator program, held last year, and a finalist in Beef Week’s Pitch in the Paddock, the company was mentored by former Melbourne IT Group, chief executive officer, Theo Hnarakis.

“I continue to be attracted to companies that have a disruptive business model, and potential to make a difference,” Hnarakis.

“Provenir’s philosophy of disruption of an established industry piqued my initial interest. The vertically integrated supply chain model, enhanced animal welfare, full traceability and improved quality of product for consumers confirmed this was more than a great idea.”

Provenir, chief executive officer, Chris Balazs said his background as a farmer led him to find a solution for supply chain problems. 

“Mobile processing makes so much sense, for farmers, for livestock and for consumers, it’s the way of the future for red meat in Australia,” he said.

Mr Balazs said in the past year the founder team has focused on engaging with regulators and building relationships with partnering farms, retailers and chefs, and hopes to see Provenir branded meat released in early 2019. 

The six star
Provenir Promise
is our guarantee to you.

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Highest Welfare

Provenir farmers utilise low-stress handling techniques and raise their livestock on open pastures within a familiar herd structure; allowing the animals to express their natural character.

Processed on-farm

Instead of the livestock being transported, the abattoir comes to the farm. Eliminates unnecessary stress on animals associated with live transport. Less stress means less adrenalin produced, and thus more retained glycogen stores in the meat, leading to exceptional eating quality, taste and tenderness.

Full traceability

Provenir oversees the whole operation from purchasing livestock on-farm direct from our partnering farmers to the on-farm processing, into our butchery and on to you. By processing on-farm and utilising the latest in digital traceability technology we are able to provide full transparency and guaranteed provenance.

Grass-fed & free
range

Provenir partners with farmers who raise their livestock free-range and grass-fed.
For cattle and lamb, this means they are fed on natural grasses, pasture, hay or silage.

Exceptional eating
quality

Our on-farm process and artisan butchery techniques ensure that the quality of the meat is retained and maximised throughout the whole process.

No added hormones,
herd antibiotics, or
intensive feedlots

Provenir farmers raise their livestock naturally: they do not feedlot, nor do they add hormones or antibiotics to the feed as growth promotants.

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