In today’s conscientious consumer landscape, the demand for ethically sourced, environmentally sustainable, and transparent products is reshaping various industries, particularly meat production. The significance of grass-fed, grass-finished beef is widely recognised, not only for its positive impact on animal welfare but also for its superior taste.

Many companies tout their connections with farmers, weaving compelling narratives about the care taken in raising cattle and the environmental stewardship practiced on the land. This shift marks a substantial stride forward for the industry, benefiting both the environment and the welfare of farm animals.

However, amidst these marketing narratives, there remains a glaring omission concerning the process of transforming cattle from paddock to plate. In instances where ethical production and animal welfare are emphasised, the “how” becomes paramount, and consumers rightfully demand transparency. At Provenir, we firmly believe that the method of production is just as crucial as the origin of the cattle, and we are committed to shedding light on it.

Unlike other butchers and meat box producers, who typically transport cattle to large, static abattoirs, we at Provenir advocate for a better approach. We have always believed there’s a superior way—a method that prioritises animal welfare: on-farm processing using mobile abattoirs. At Provenir, we go the extra mile, so they don’t have to.

Although Mobile Processing Units (MPU’s) are available in Australia, they have received little attention in discussions about the “how” of beef production. We find this oversight disheartening, especially considering that we have successfully demonstrated the viability of this approach and navigated the regulatory landscape. There is no excuse for others not to follow suit.

Remember – every purchase from Provenir supports a better way – from paddock to plate.

Provenance, traceability and on farm. That’s what Provenir is all about

These days the consumer focus and demand on ethical, environmentally sustainable and transparent products is leading to great change in many industries, including meat production. The importance of grass-fed, grass-finished beef is well known for both animal welfare and superior taste.

Also many will market their connections with the farmers themselves, telling the intriguing stories of how the cattle have been raised and the extent to which the farmers care for the land they use and the environmental improvements that they make. Which is a significant step forward for the industry, our environment and on farm animal welfare.

However when it comes to the “how” paddock to plate meat is created – there is a deafening silence – yet if there are marketing claims of ethical production and animal welfare – the how is paramount and consumers have a right to know. At Provenir – we think the how is just as important as the cow – and we will continue to shine a light on it.

The reality is that all other butchers and online meat stores have their cattle loaded onto trucks to have them processed at large static abattoirs. This is the “how” other companies do it but we have always thought that there’s a better way. And there is… on farm processing, mobile abattoirs that put animal welfare first and foremost. At Provenir – we go the extra mile, so they don’t have to.