Angus Pure Pty Ltd supports and promotes ethical and sustainable farming practices.
Angus Pure® and the Environment
As passionate Australian farmers, leaving our farms to the next generation in better condition than we found them is a lifelong commitment. Therefore, not only must we produce the highest quality beef for the Angus Pure Beef brand, but also produce it in ways that minimise our impacts on the environment.
This endeavour starts with Australian Angus genetics. Through our relationship with the Australian Angus Society, our breed genetics continue to be developed to produce higher growth rate, higher yielding animals with higher feed conversion ratios. That means more high quality beef with fewer demands on our feed, water and land resources. Importantly it also means less un-utilised energy from the animal’s feed being lost through animal wastes, methane emissions and processing wastes.
Cattle raised for the Angus Pure brand spend all of their lives on open pastures, making use of land and vegetation that is largely unsuitable for cropping and food production. Through the Australian Angus Society, our processor partner and other forums, we encourage our farmers to adopt leading-edge environmental management on their properties. Techniques include pasture and vegetation management practices that are appropriate for their regions, water conservation, waterway protection, soil conditioning land maintenance practices, and managing biodiversity ensuring protection.
As high quality beef depends on a continual rising plane of nutrition throughout the life of the animal, cattle where required may be provided with a supplementary ration of natural fodder. Animals raised on a diet of natural pasture means that more beef can be produced with lower greenhouse emissions
Where required supplementary natural feeds used consist predominantly of immature grain crops such as pasture hay and silage. This means that high energy natural feeds can be stored in times of seasonal prosperity and used in times of seasonal downturn utilising sound pasture management practices for sustainable beef production.
Our Angus Pure processing partner has been selected for their skills and capabilities in processing cattle into high quality beef in line with their personal commitment to ethical farming practices and sustainability. This includes their environmental management programs for water use and recycling, energy utilisation, waste capture and management. These programs are independently audited and undertaken by Aus-Meat Limited as required.
Throughout the entire production chain of Angus Pure Beef, the emphasis is on developing leading edge standards, training and management practice at every point critical to produce beef as good as it can be – from both quality and environmental standpoints. Each and every part of the supply chain is independently audited by recognised organisations offering consumers assurance of wholesome natural beef and gives testament to why we believe Angus Pure is Australia’s leading pasture fed natural beef brand.
Angus Pure – The beef we’re proud of.
Angus Pure® and Animal Welfare
At Angus Pure, we believe in the philosophy that the highest standards of animal welfare are not just expected by our community and our consumers, but are fundamental to our beliefs and values as professional branded beef owners. We see it as our moral responsibility to ensure cattle produced for Angus Pure are raised ethically and sustainably to produce high quality meals.
Good welfare starts with great genetics. Australian Angus cattle are bred for docility, meaning they are quiet, relaxed and easily handled. Breeding for docility ensures cattle are less susceptible to suffering stress and causing accident or injury to themselves or others. As Angus are a naturally polled breed, they do not grow horns and can’t cause injury to themselves or to each other. It also means they do not have to go through the stressful practice of dehorning.
Cattle entering the Angus Pure Beef program must also meet animal welfare standards of Meat Standards Australia (MSA), the audited grading system that underpins the Angus Pure Beef brand. These requirements are based on extensive research by the Australian Beef Cooperative Research Centre which has shown that low-stress cattle management helps produce higher quality beef.
As part of the MSA system, the extent of lifetime stress experienced by cattle is assessed by the level of ossification in spinal cartilage. This assessment is an important factor in the measurement of carcass traits to determine eating quality. Additionally, there are immediate pre-slaughter management requirements that all cattle must meet. These include continual access to food and water, not mixing cattle from different mobs, healthy animals in good condition, quiet handling with minimal use of goads and prodders.
All participants in the Angus Pure production chain including cattle producers, transporters and our processor have been trained in low-stress management techniques, including handling practices and facilities.
We know that high quality beef and the highest standards of animal welfare go hand-in-hand and this is just another reason why Angus Pure Beef is raised as Nature intended.
Angus Pure is beef from animals we care about.