Coles has launched a new grass-fed beef brand to compete with a similar offering launched by Woolworths. The products labelled 'Graze' claim to be grass-fed however, Coles has chosen to use its own quality standards rather than adhere to the nationally recognised Pasture-fed Cattle Assurance System standards, ruffling the feathers of some farmers.
Coles has sourced its beef from over 180 farms across Victoria and New South Wales, many of which it has a long history with, however unlike Woolworth's pasturefed line, Coles' won't be PCAS-accredited. This isn't the first time that a Coles branded food item has come under scrutiny for its claims.
The PCAS standards allow farmers to receive a premium price for their stock and the standards remain strict. Grass-fed accreditation within the farming industry is a label of quality standard and PCAS holds the bar high with many farmer’s being knocked back for discolouration and inconsistencies with meat.
Queensland grazier, Howard Smith, spoke with ABC rural, stating: “We're getting a premium for this product and I just think it bastardises the whole system." Smith voiced concerns that the “grass-fed” claims from Coles could jeopardise the integrity of the product that he and other grass-fed certified producers were supplying, possibly affecting the price of their beef.
Allister Watson, General Manager of Production for Coles responded to Smith's comments, "Graze is based on the principles contained in Pasturefed Cattle Assurance System (PCAS) and was established after months of discussion with a working group of producers in Victoria and NSW. Importantly we also met with the Cattle Council and Meat and Livestock Australia prior to establishing the brand. If suppliers of GRAZE are PCAS-accredited, Coles will of course recognise that accreditation and work with the producer on the additional requirements that Coles is looking to deliver."
Coles’ Graze product will still be graded by Meat Standards Australia. A statement from Coles says, "To supply GRAZE, all producers need to undertake an on-farm assessment. Our independent audit schedule will be planned and will cover all suppliers on rotation over a 3-5 year period. These audits are at no cost to producers." The program will also be HGP-free.
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