Paddock to plate: Farmers cut out the middle man

Frustrated that the care she took in rearing her cattle wasn't reflected in sales, Eliza Holt decided to take matters into her own hands.

Holt and her husband, James McKenna, started Mount Moriac Beef six months ago selling beef  from their farm in Victoria's surf coast hinterland direct to consumers in Melbourne and Geelong.

More control

Despite the demise of Aussie Farmers Direct earlier this year, the demand for Mount Moriac Beef so far shows there is still a market for the small but growing numbers of farmers selling their produce directly to consumers.

"The gap in the market we saw was for premium Angus beef delivered directly to your home," says Holt. "We had a great product going to market but it wasn't being appreciated. Now we are delivering the product direct from the paddock and we have more control over our business and where our cattle go."

Holt and McKenna have a herd of 65 grass-fed Angus cows and sell beef boxes starting at $240 for 10 kilos which includes cryo-preserved packs of steaks, roasts, sausages and mince.

The couple split their time between working as barristers in Melbourne and running the farm and Mount Moriac Beef.

"The start-up costs were very, very low and we kept them low on purpose," says Holt.  "We haven't spent any money on advertising or marketing. The processing of the beef is all done off site, the slaughtering, butchering and delivering we pay third parties to do." Read more


Cara Waters - Brisbane Times - 23 Apr 2018

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