Long-time Coles suppliers, the Harvey family from Strathdownie, Vic, are excited about the expansion of high quality, grassfed beef brand Graze.
The range has been available at selected stores in NSW and Vic for more than three years but Graze was launched in all Coles stores earlier this month, driven by customer demand.
Grant Harvey, with his brother Ley, daughter Melissa and nephew Josh, supplies about 2500 cattle from their Lindsay property, spread throughout the year.
The cattle are bought in at 270 kilograms to 320kg liveweight from South East and western Vic weaner sales and through AuctionsPlus. About 70 per cent are Angus, with the remainder a mix of British and European breeds.
They are sold six to 10 months later with the heifers turned off at 250kg carcaseweight and steers at 290kgcwt.
The Harveys have invested heavily in high performance pastures such as lucerne, phalaris, chicory and clover mix to ensure good growth rates. They also have 206 hectares of irrigated pastures to finish stock during summer and autumn.
Grant said their relationship with Coles stretched back about 20 years with them initially selling lambs to the supermarket.
“More and more consumers are looking for grassfed beef and that happens to be what we do best so it is a good fit,” Grant said. “They are a good company to work with.”
Coles research shows 79 per cent of customers want meat that comes from animals raised and fed naturally.
As a result it has developed a program based on Cattle Council of Australia’s Pasturefed Cattle Assurance System which requires suppliers to be assessed by auditor Aus-Meat to ensure they meet standards in animal husbandry and pasture management.
Coles livestock manager Steve Rennie says those at the company are proud to be the only national supermarket to guarantee no added hormones and provide a grassfed beef range.
“Grassfed beef has long featured on menus at top steak restaurants and now customers can serve up Aussie grassfed beef on their menus at home,” Mr Rennie said.
