New grain-fed beef site set to tantalise

30th April 2021 | Eativity editors

A new website has been launched to showcase the attributes of grain-fed beef production in Australia. Australian Grain Fed Beef aims to provide consumers with information that covers topics including animal welfare, environment and nutrition.

Queensland-based lot feeder, Barb Madden of Smithfield Cattle Company, is excited about the launch of, and says it’s a project brought on by curious consumers and those involved in producing and supplying the highly sought-after product.

Barb Madden has been working in lot feeding since she was in school.

“To date, there has been a lack of readily accessible, credible information available on the production of grain-fed beef in Australia,” Madden says. “This central source of verified information will prove to be a valuable resource for those seeking out this information.”

Peak industry body, the Australian Lot Feeders’ Association, in collaboration with Meat & Livestock Australia, worked with lot feeders, restaurateurs and chefs to bring the site to life. The website and Instagram account promise to deliver tantalising stories on how grain-fed beef is produced and how to enjoy its tender, juicy flavours, and will also allow consumers to connect with where their food comes from in a direct and engaging way.

The site offers plenty of tips and recipes for cooking with grain-fed beef.

“Australian grain-fed beef is an exceptional product, underpinned by a quality assurance system that’s considered the world’s best practice,” Madden says. “Consumers might be surprised by the quality, care and pride that goes into every step of production.

“As grain-fed beef producers, we’re committed to meeting the high standards we set for ourselves, and that are set within our independently-audited quality assurance scheme. For us, the site is about communicating this to our consumers and the progress we’re continually making in line with community expectations.”

Anyone seeking out information on grain-fed beef will find value in the site, whether you have it on your restaurant menu, stocked in your butchery or served up on the family dinner table. Curious consumers are encouraged to visit and enter the “Dine out on Grain Fed Beef” giveaway to win a $300 Good Food Restaurant Gift Card and a limited-edition Australian Grain Fed Beef Sabatier chef’s knife.