New Harvey Beef line to process only pampered cattle from WA

By RJ Whitehead

- Last updated on GMT

© iStock
© iStock

Related tags Meat Livestock

Western Australian meat major Harvey Beef has placed its emphasis on animal welfare for the launch of its new Rangelands brand.

The state’s biggest beef processor entered a partnership with the Kimberley and Pilbara Cattlemen’s Association (KPCA) for the line, which uses hormone- and antibiotic-free meat from grass-fed, free-range cattle. 


The beef will be sourced from cattle grown in the vast, open ranges of the Kimberley and Pilbara, where cattle roam as nature intended and feast on the abundance of natural grasses​,” Harvey Beef head of livestock Kim McDougall told a press gathering in Perth. 

The KPCA has developed a specific set of animal-welfare criteria which are to be observed by cattle farmers hand-picked to produce beef for the range. Suppliers must also be open to their practices being audited.

John Hartman, head of investment at Minderoo, Harvey Beef’s parent, said the range would tap into growing consumer demand for natural foods.

We know that customers are concerned about where their food comes from and through our partnership with KPCA we can offer a range which guarantees an exceptional standard of animal welfare,​” he said.

Beef farms in the remote Kimberley and Pilbara regions of Western Australia are some of the biggest in the country. 

Rangelands supports their hard work and dedication and allows us to build mutually beneficial partnerships​,” said KCPA’s chief executive, Catherine Marriot.

Our dedication to higher animal welfare standards matches Harvey Beef’s passion for the best quality beef and together we can continue to ensure Western Australia is able to consume ethically produced beef​.”

The beef will be processed on site a plant Harvey, about 140km south of Perth, which employs more than 400 people staff.

State agriculture minister Alannah MacTiernan, a strong supporter of WA’s beef industry, applauded the partnership.

We can do better than being a cattle yard for other countries​,” she said. “There is great potential for the development of WA’s chilled and frozen beef market locally and overseas​.

The work Harvey Beef and others are doing in developing this market is critical and as the minister responsible for agriculture I will be wholeheartedly supporting those efforts​.”

Related topics Business Oceania Supply chain Meat

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