Partners in a disruptive on-line meat sales business, Dave McGiveron and Bianca Tarrant of Our Cow have defied the odds to create burgeoning demand for an eating experience that brings customers closer to farmers.
It has been a journey no one could have imagined before the internet and COVID conspired to create a new market. From the outset the couple's intentions were to bridge the gap between producer and consumer, tapping into a clear desire - as expressed through social media - to connect eaters with the place where their food comes from.
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The concept is well-proven, though did not come without its challenges. In the last 12 months since Our Cow launched a membership subscription drive business has risen an incredible 1200 per cent and a recent private equity fundraiser through an online go-fund-me page has raised $1.7 million from customer and producer investors in only a few weeks. That money will be used for marketing to grow their customer base.
"It's like a chicken and egg thing," explains Ms Tarrant, who has understood the power of social media from the outset. "What comes first? The farmer or the customer. In fact we get 20 phone calls a day from producers wanting to join us, so through this funding we will obtain more subscribers so we can buy from more farmers."
The timing of couple's enterprise has been perfect - in hindsight - with the pandemic forcing buyers in-doors, on-line, and piquing their interest in paddock to package sales.
The label says it all, with breed type and farmers' names printed front and centre. Some of the names have already turned heads in the cattle world.
South Devon breeder and calf supplier Rick McDouall, Kildare at Upper Horton, supplied the bull that bred the winning carcase as recently judged during the Sydney Royal Show. During his 40 years in the breed, he has seen the softer British-bred types fall behind Euro kilo kings as producers chased weight but these days the trend towards old-fashioned marbled meat is growing.
"Before the feedlots arrived bigger was better but then we had to learn about muscling and marbling. Now people rave about our meat, especially Dave who is very particular about what he buys," he says. When you sell to the big companies your cattle just gets lost in the mix.
"And the feedback from customers is so humbling. People tell me 'that's the best steak I've ever had'. We're finding a lot of people will pay for quality meat and they won't go back and buy second grade product."
Mr McDouall points out that the South Devon breed not only marbles well but, with lighter bone, yields an excellent percentage of carcase meat with a recent 400kg calf dressing out at 238kg or 59.8pc.
At Deervale via Dorrigo, Shorthorn breeders Steve and Michelle Thomas, Eungella, were the first producers to supply Our Cow and continue to provide the highest marbling meat. They not only receive the highest carcase grid paid in Australia at 1050c/kg but also can claim a 30c/kg bonus for marble score 3 +.
The fourth generation breeders have always grown Shorthorn selected for moderate frame to be finished on grass. Their genetics can be traced back to older bulls that fell out of fashion when the European influence dominated producers thoughts. Now, their product has made a come-back.
"These cattle with moderate frame have high marbling and good constitution that can finish off grass and are ready to go," Mr Thomas said. "Here at Deervale with good rainfall and grass we can express those genetics."
The family has never veered away from Shorthorns despite the market slavering over another British breed but such a hard road for the roans has turned out well in the current on-line marketplace. The results at Rockhampton last year when the breed won supreme bull has helped turn heads back to the old ways.
"I think the move away from Shorthorns for a while has been good," said Mr Thomas. "It has given us the chance to cull cows and to focus on what is important. It has been a hard road but has been good for the breed in general."
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