Making Beef Farming More Sustainable, One Step at a Time - HW Greenham & Sons Pty Ltd

The Beef Sustainability Standard developed by HW Greenham & Sons makes it easier for farmers to demonstrate their sustainability credentials

Victorian-based beef processor, Greenham, has responded to the escalating demand for sustainable beef by launching an on-farm program that helps farmers to demonstrate their environmental credentials with ease and identify opportunities for improvement, while growing consumer confidence through a Certified Regenerative on-pack claim.

The development of Greenham’s new Beef Sustainability Standard (GBSS) involved close collaboration with producers and customers, marking the first commercial supply chain to apply the Australian Beef Sustainability Framework’s (ABSF) principles of animal welfare, environmental stewardship, economic resilience, and people and community into a set of market-ready standards.

Greenham Supply Chain Manager, Jess Loughland said robust and transparent sustainability credentials would be the key to unlocking market access in the very near future.

“Consumer needs are always evolving, and we need to evolve along with them,” she said.

“Our goals were two-fold: to deliver consistent premium-quality beef raised in a manner that aligns with our customers’ values, and to drive adoption of best practice management to protect the land and strengthen the communities in which we operate for future generations."

“It was also important to us that our program reflected broader industry priorities and provided producers with a clear path to contribute to industry goals like CN30.

“Through conversations with our cattle producers it became clear that there was a big appetite to take steps in this direction, but many were unclear on where to start.

“By outlining specific indicators and measures tied to the ABSF and informed by our producers, we found that we were able to give structure to people’s ideas about sustainability and incentivise taking action today.”

The GBSS, endorsed by environmental consultancy firm Integrity Ag & Environment, operates in three tiers, designed as a developmental journey for producers rather than an immediate pursuit of perfection. Tier one emphasises education and planning, setting a baseline for sustainable management, while tiers two and three focus on continuous improvement towards optimum ecological health, carbon neutrality and best practice financial, people, and safety management. With endorsement from Certified Humane®, beef produced from accredited Tier two properties is eligible for an on-pack Certified Regenerative label, enhancing consumer confidence in Greenham’s premium beef brands like Cape Grim and Bass Strait Beef.

Grounded in the realities of southern Australian beef production, the GBSS was formulated through collaboration with Tasmanian cattle producers. A pilot in 2022, supported by Meat & Livestock Australia (MLA), involved 21 cattle producers from varied production systems. This trial assessed the standard's practicality, efficacy, and on-farm value. Producers underwent audits, received training, and were given time to implement the standard.

The pilot revealed several key findings, such as the importance of accessible training and tools to support producers in measuring and recording activities. Moreover, most respondents found the standard practical and cost-effective, aligning with their existing activities. Many recognised benefits like improved farm productivity, market access, actionable steps towards industry goals, enhancing farm resilience and consumer connections.

Production of GBSS-accredited cattle from pilot farms commenced in Tasmania in March 2023. Following the official launch of the program at Wangaratta Turf Club in November 2023, the standard is gradually being rolled out with Greenham's 4,000+ NEVER EVER Beef Program accredited suppliers, providing producers with another premium market option.

HW Greenham & Sons Pty Ltd was awarded the Banksia Foundation's 2024 Agriculture and Regional Development Award.

Website: greenham.com.au