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Provenir began with a simple question about the way we produce beef. Answering it meant challenging an entire system.
Provenir was founded in 2017 by a group of people who shared a belief that we could produce exceptional beef while treating the animal with greater care throughout the entire process. The idea itself sounds remarkably simple.
Instead of accepting live transport as an unavoidable part of producing beef, we set out to develop a mobile processing system that would go to the farm.
Sounds simple. But it wasn’t.
We had to build something that didn’t exist, challenge regulations that had never contemplated this way of working and ultimately change the law to make mobile on-farm processing possible.
We did it because we believed there was a better way and we now we know there is.
At the heart of Provenir is our mobile on-farm processing system.
Instead of cattle being transported long distances to an unfamiliar environment, our mobile facility goes to the farm.
The cattle remain on the farm, in familiar surroundings and within their established herd structure, avoiding the unnecessary stress associated with live transport.
It turned the conventional model on its head.
But mobile processing is only one part of what we do. We oversee the journey from purchasing cattle directly from our farming partners, through on-farm processing and artisan butchery, right through to the beef arriving at your home.
That gives us something increasingly rare in the food system: a genuine connection between the people who raise the food, the way it is produced and the people who eventually eat it.
For us, animal welfare and eating quality have always been two sides of the same coin. Stress causes cattle to use glycogen stored in their muscles. After processing, glycogen plays an important role in the natural changes that occur in the muscle and ultimately affects the quality, consistency and shelf life of the beef.
This is why reducing unnecessary stress impacts beyond animal welfare. By allowing cattle to remain on the farm and removing the stress associated with live transport, we know we are giving every animal the best possible conditions while also protecting the quality of the beef it produces.
The result is grass-fed beef with exceptional quality, taste and tenderness.
Muscle glycogen is converted to lactic acid after processing, helping the meat reach the appropriate pH. If stress has depleted glycogen stores beforehand, this process can be affected and can result in what the industry calls “dark cutting” beef – meat that can be tougher, lose more moisture during cooking and have a shorter shelf life.
Source: Meat & Livestock Australia.
The name Provenir comes from the idea of provenance – knowing where something came from and the story behind it. For us, that isn’t simply a nice idea. We’ve built our entire supply chain around it.
We purchase directly from independent regenerative Australian farmers who share our commitment to animal welfare, quality and caring for the land. And because we oversee the journey from the farm through processing and butchery, we can trace your beef back to where it was raised.
Provenir beef is labelled so you can discover the farm it came from, how the cattle were raised and the people behind it.
Because we think the farmer deserves to remain part of the story – and you deserve to know where your food came from.
We partner with Australian farmers who share our commitment to high animal welfare and naturally raised cattle.
Our cattle are free-range, grass-fed and grass-finished, with no intensive feedlots, no added growth hormones and no routine antibiotics used as growth promotants.
Our farmers have all adoption regenerative farming techniques, which ensures that their farming practices have a positive impact on the environment for generations to come.
Once the beef reaches our butchery, traditional craftsmanship meets modern technology. Proven chilling and hanging techniques help us maximise tenderness, eating quality and the value of the whole animal.
It means we can take responsibility for the whole journey from paddock to plate – rather than simply buying and selling the finished product.
We believe knowing where our food comes from changes our relationship with it.
Provenance is about more than being able to trace a piece of beef. It’s about acknowledging the farmer who raised the animal, understanding how it was raised and giving people the information to make their own choices about the food they eat.
Our digital provenance platform even allows customers to provide feedback, helping us – and our farming partners – understand the eating quality of individual cuts and continue improving what we do.
It closes a loop that has become increasingly disconnected in modern food production.
Farmer. Animal. Provenir. You.
We think that’s how food should work.
Rooted in the Latin word meaning ‘to originate’, the verb “Provenir” in French, Spanish and Catalan translates as ‘to come from / forth’, while in English we know this word as provenance. Provenance refers to both the place of origin and the chronology of ownership, custody or location of an object to the current time. The name Provenir is about acknowledging where our food comes from and sharing this story with the people that eat our meat.
Utilising the latest traceability technology, our digital provenance platform connects you with the origin of your food. A simple scan of the QR code reveals insights into the true provenance of your beef; the breed of cattle, the land on which it was raised, how it was farmed and by whom.
Further, a feature that enables you to provide feedback to Provenir and the farmer allows us to fully understand the eating qualities of that particular cut of beef. It also supports our farmers to improve their farming practices where necessary. We believe that food is a great connector of people and our digital provenance platform can bring back that connection between producer and consumers.
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