Across Australia, the farming practices utilised in the production of beef are gaining the attention of several ever-expanding consumer groups. From home cooks who are demanding only the highest quality ingredients to health conscious consumers who prioritise the nutritional value of their food, the popularity of grass-fed beef is increasing at a rapid rate.

Amongst these consumer segments is a growing understanding of the farming processes involved with these different methods of production, as well as the key advantages of grass-fed beef in comparison with its grain-fed counterpart. Combined, these factors are increasingly driving purchaser preference. For farmers, a significant opportunity exists to differentiate their own paddock to plate meat by focusing on the production of a product that is not only of exceptional quality, but which incorporates the myriad additional benefits associated with grass fed meat – for the animal, the farmer and the end consumer.

Grass-fed beef farming

In beef cattle farming, high density finishing feedlots are designed to achieve high production efficiency (and thus profitable productivity) by feeding cattle rations consisting almost entirely of grain. While grain is effective in providing high energy nutrition for growing animals or those requiring an improvement in weight and condition, a high grain diet with insufficient long stem roughage (which is important for digestive health) is very unnatural for cattle and creates a recipe for health problems. Simply put, the stomachs of cattle are not particularly well designed to digest high percentage grain diets. It is often argued that a high energy grain-fed regime coupled with the restriction of movement in small pens has the potential to seriously compromise animal quality of life – especially in comparison with the grass-fed alternative.

As the term suggests, producing grass fed beef involves the natural growth of beef cattle by allowing them to graze free-range pastures. In contrast to feedlotting, grass-finishing of beef involves the absence of the high-energy grain-dominant diets that are commonplace in feedlots. From the farmer’s perspective, the natural method delivers both advantage and disadvantage, however for most farming operations the positives far outweigh any limitations. The key commercial disadvantage is that the growth and fattening of grass-fed cattle is undoubtedly much slower in the grass-fed and free range environment. This is due to both a lower overall calorie consumption and a comparative freedom of movement which allows some of these consumed calories to be burnt off. However, grass-feeding of cattle is also much less resource-intensive. Free-range cattle don’t require daily feeding, making stock management much more straightforward. Grass feeding also utilises the natural or sown grazing pastures available on the farm, rather than requiring the purchase (or production) and storage of cereal grains. Animals are happier and generally healthier, while they typically do not require the herd antibiotics that are often necessitated by feedlot environments.

In short summary, grass-feeding means happier cows which in turn produce better meat. What the grass-fed process lacks in speed and efficiency it far makes up for in ease of management, resource allocation and peace of mind for the farmer who values the wellbeing of their animals.

Grass-fed beef from the consumer’s perspective

Provenance and transparency surrounding how food is produced is a trend that is here to stay, particularly amongst a segment of sophisticated consumers who prefer to invest their money in premium products. Increasingly, an expanding segment of consumers both value and expect the opportunity to become better informed about how their food is grown. This consumer consciousness is driven by a desire to improve the quality of the food that is used to fuel their bodies, but also an understanding of the wider ethical implications involved with the production processes utilised to create it.

While the animal welfare implications of grass finished beef contribute to a peace of mind for farmers, they are also attractive to the ethical consumer for similar reasons. Free range beef farming is undoubtedly a much more natural and peaceful environment for cattle to exist in, especially when compared to cramped feedlots. Being allowed to maintain familiar herd relationships and graze familiar paddocks makes for low levels of animal stress, especially when these animals are also able to be processed slowly, calmly and kindly on-farm by Provenir. While the focus of this article is grass fed beef, the advantages of reducing animal stress also simultaneously impact meat quality – read more about this at our previous article – Does animal stress effect meat quality?

Grass-fed meat – the nutritional difference

From a quality perspective, grass fed beef has a very different nutritional make up when compared to grain fed beef. This is primarily determined by the type of fat content in the meat – essentially, grass-fed meat is much lower in overall fat while simultaneously including a much higher proportion of highly sought-after healthy fats. Visually, a tell-tale sign of grass-fed meat is the colour of this fat – grass fed fat tends to have a yellowish appearance which is quite different to the white fats which can often be seen on the supermarket shelf. This is the result of increased antioxidants (more specifically, Carotene) being absorbed from the grass that cattle graze. This is the same pigment that makes carrots orange.

These key nutritional differences between grass-fed and grain-fed meat 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) – a well known anti-cancer fat with anti-inflammatory properties
• Higher in vaccenic acid (which converts to CLA)
• Higher in beta-carotene, a potent antioxidant which has anti-cancer properties
• Four times higher in vitamin E (d-alpha-tocopherol), which is essential for good for cardiovascular health and is also an anti-cancer vitamin
• About five times higher in total omega-3 fatty acids which are good for the cardiovascular system, anti-cancer and improving mood
• A healthier ratio of omega-6 to omega-3 fatty acids – good for cardiovascular health, anti-cancer, better mood and reduced potential for obesity
• Lower in the specific types of saturated fats (palmitic acid and myristic acid) that are linked with heart disease
• Contains about four times more anti-cancer selenium, which may also improve mood

The quality of grass-fed meat – as reflected in consumer demand – is difficult to deny and at Provenir we believe that the quality, health benefits, social and animal welfare implications are priceless. With many grass-fed farmers implementing regenerative practices on their farms, it’s better for the environment too.

Is grass fed meat the best meat?

Nutritional value aside, grass finished meat also has a significantly different eating quality when compared with grain finished meat. For this reason, it has become the preferred choice of many top chefs around Australia. In contrast to commercially produced grain fed meat, grass-fed beef has a rich and earthy flavour that is influenced by the variety of pastures in the cattle’s diet. Grain fed meat often has a sweeter taste as a consequence of the high carbohydrate grain based mixes that are fed, however the rich, complex and natural flavour of grass fed beef is highly sought after by chefs in premium restaurants.

Grass-fed beef and the Provenir Promise

The Provenir promise comprises six product guarantees that determine how meat is processed. Key to this is ensuring that each animal must have enjoyed a free range, grass-fed environment right the way through its life. Each pack of Provenir meat includes a QR code which the purchaser can scan to read detailed information about the farm on which the beef was produced. This information includes details about farming practices, location and breed of cattle.

The grass fed beef farm – in summary

While each individual situation will determine the processes and methods utilised on that farm, the benefits of grass-finishing beef often well outweigh the alternatives. For the farmer who is aiming to produce a truly top quality farm to table meat product, grass-finishing is the most effective way to achieve this competitive advantage. Consumer expectation means that not only is provenance important, but transparency surrounding the processes involved with producing each product is key. Peace of mind for the farmer knowing that each animal has lived the best quality of life possible is an added bonus.

The quality of grass-fed meat – as reflected in consumer demand – is difficult to deny and at Provenir we believe that the quality, health benefits, social and animal welfare implications are priceless. With many grass-fed farmers implementing regenerative practices on their farms, it’s better for the environment too.