For the bespoke beef producer, growing the best beef possible means not just raising beef cattle with attention to detail and care, but growing the types of beef that consumers want to eat. Labels and product statements such as grass-fed, free range and organic beef are becoming ever-increasingly popular and the presence of these can significantly influence the purchasing decisions of the modern consumer. This is particularly relevant to the growing segment of purchasers who have both their health and the experiential qualities of their purchasing and consumption decisions as the upmost priorities. So, the decision needs to be made – will your farm to table meat be labelled as “grass-fed beef” or “organic beef” and what does that actually mean for you, the farmer?

What is organic beef?

Organic labelling in Australia is simultaneously straightforward and complex. In short, products intended for sale within Australia are not legally required to be certified as organic in order to be labelled ‘organic beef’. Organic produce guidelines simply declare that all organic claims should be able to be substantiated. Voluntary certifications are available to producers that wish to undertake them, however they’re not actually required under any legislation.

This is where complexities and ambiguities come in – if there are no strict rules, what actually defines organic beef? When we think of the term organic, we think of meat produced without the influence of hormones, antibiotics, growth-promotants, herbicides and pesticides. This applies to the animal’s diet too, incorporating the pastures and dry feeds that they consume throughout their lives.  According to government guidelines, if a business claims to meet a particular standard, it must ensure that this claim is true. While the principles of organic produce are clear, the specific requirements for execution are not so black and white. 

When it comes to being certified organic and using the certified logo mark on packaging, there are a set of industry standards that apply – see Australian Organic for more information. https://austorganic.com/industry/certification-and-standards/standards/acos/

What is grass-fed beef?

Grass-fed beef is the term used to describe an animal that is raised on natural pastures, rather than being finished on a grain-fed diet in preparation for slaughter. This term too has its ambiguities, as most beef cattle are inevitably grass fed at some point in their lives! In contrast to organic labelling, even fewer guidelines exist to inform the use of the term grass fed in marketing communications. Consequently, it can be a complex task to describe what truly grass-finished beef is and to communicate its key differences. For the consumer, identifying how beef is finished is often difficult, if not impossible. However, an opportunity exists for paddock to plate farming operations to tell a story about their own farming practices and why slow, natural grass-finishing is a superior method.

Naturally grass fed beef is becoming ever-increasingly popular amongst many consumers due to its significantly different nutritional make up and fat structure when compared with grain-finished beef. This is particularly true amongst a segment of health-conscious consumers, who value the health benefits of grass-fed beef as well as the great eating experience. Nutrient-dense grass fed beef organs and offal are also increasing in popularity as a health supplement, while premium grass fed beef cuts remain the top choice for many well-known chefs around the country. As consumers better understand the importance and advantages of grass fed meat, labelling and communications regarding how beef is finished are becoming both more and more valuable and important.

The key differences of grass fed and grass finished beef – paraphrased from the article ‘Why is grass-fed beef better’ – are summarised below;

‘Grass-fed beef is;

• Approximately 65% lower in total fat
• Lower in trans fats
• Higher in fat-soluble vitamins
• Three to five times higher in conjugated linoleic acid (CLA
• Higher in vaccenic acid (which converts to CLA)
• Higher in beta-carotene
• Four times higher in vitamin E 
• About five times higher in total omega-3 fatty acids 
• Known for its healthier ratio of omega-6 to omega-3 fatty acids 
• Lower in the specific types of saturated fats (palmitic acid and myristic acid) that are linked with heart disease
• Known to contain about four times more anti-cancer selenium’

Regenerative farming

Following the same chemical-free approach as organics, regenerative farming goes one step further to consider the earth’s ecosystems and the entirety of the process involved with growing food and farming the land. These principals are tightly bound with the Provenir’s holistic ethical approach to producing the best beef in Australia and for this reason Provenir chooses to partner with regenerative farmers. Regeneration is an important part of the ethos behind ethical meat and true paddock to plate beef production.

Is regenerative the new organic? Quite possibly. As consumers learn more and more about the food that they are putting into their bodies, they too are looking for a more complete picture beyond simple statements made in marketing communications and on product labels. Transparency regarding farming practices, the on farm butcher and the values surrounding all of these systems and processes need to be considered. These practices are an important part of producing the best meat possible and it is important to explain to consumers why this is so.

Does Provenir produce organic beef?

While many of the farmers that Provenir work with do produce organic beef (even as though they may not be certified organic beef producers), the ambiguity when it comes to organic labelling needs to be acknowledged. Indeed, the huge effort to become a certified organic beef farmer when non-compliant producers are able to use the same labelling is disheartened to say the least. Whether or not this process is therefore worthwhile for farmers needs to be a key consideration. 

The Provenir ethos goes beyond the chemistry of the final product and whether or not it has been impacted by chemicals. Instead, the focus is much more holistic and has shifted away from ‘organic’ in its traditional sense and instead to regenerative, natural, high welfare and ethically-conscious. These descriptors illustrate more powerfully the complete picture of the product quality that we aim to produce, as well as its positive impacts on the world around us. This includes the wellbeing of the animals and farmers that are so integral to these outcomes.

When it comes to the consumer, the benefits of grass-fed beef far outweigh that of its grain-fed counterparts – some of which may have organic claims attached to their labelling and marketing. For Provenir, attention has always been on producing the best beef possible in the most ethically conscious way. This can’t be encapsulated by the simple use of language like the term ‘organic beef’.

Grass Fed vs. Organic Beef – in conclusion

When it comes to product labelling and the promotion of different claims or credentials, the most only way to truly and purely promote them is in practice. While organic certification is an option that some farmers may choose to investigate, the myriad of organic claims in the marketplace may mean that the effort to do so may not deliver the advantages that the farmer had hoped for. The decision as to which path to follow is entirely each producers’ own, however a holistic approach to ethical production is becoming an increasing priority for many consumers, particularly when it comes to premium products. Organic, grass-fed or regeneratively farmed, each premium beef producer has a point of difference that sets it apart from standard supermarket meat, which is waiting to be communicated with consumers.

In summary, the most effective way to build consumer trust in an artisan produce label is through farming practice, transparency, honesty and clearly defined messaging. For Provenir, this means constantly striving for better across all stages of production from growing through to animal handling and preparation of the final meat product. So, if you’re a farmer that is choosing to make ethically conscious decisions, shout it from the shed roof and – where possible – educate consumers about the difference along the way.

If you would like to learn more about the organic labelling guidelines discussed in this article, further information can be found at ACCC – link: https://www.accc.gov.au/consumers/advertising-and-promotions/organic-claims#:~:text=Organic%20products%20intended%20for%20the,(AS%206000%E2%80%932015).