Leading meat brand Jack's Creek is taking its top cuts straight to consumers after COVID-19 restrictions forced the closure of so many restaurants.
People flocked to the Tamworth warehouse last Friday and snapped up 300 kilograms of wholesale eye fillet offerings in about three hours.
The first direct to public sale was created to offer locals a premium product from their area as well as helping move stock.
Jack's Creek marketing manager Aaron Hofman said a lot of the cuts would have normally gone to restaurants.
"We just thought what a great opportunity for people to be able to cook them at home...so that people can still enjoy premium quality beef in their lives," he said.
"Also being able to sell them at a wholesale price and make them a bit more affordable as well."
Following the demand, Jack's Creek will open for another direct to public sale on Friday and Saturday at Unit 5A, 84-92 Barnes Street in Taminda.
Last year Jack's Creek won two overall categories at the World's Best Steak competition, particularly for their Wagyu steak.
The Warmoll family business, founded by Patrick's father Phillip and uncle David, started breeding Angus before going down the Wagyu path in 1991 with Tajima semen purchased through Wally Rae, Marlborough, Qld and put over Angus at their Willow Tree property.
From 2000 the family started marketing Jack's Creek branded boxed beef and now ship grain fed Wagyu and grain fed Angus to 20 destinations around the world, including Japan, Saudi Arabia, China and Germany.