Summary 18th December 2024 Herefords Australia Article
Garryowen Direct Beef, a South Australian family business, has successfully value-added its grass-fed Hereford cattle through direct beef sales, leveraging digital platforms to expand its market and increase consumer demand. The McInerney family, committed to sustainability and regenerative agriculture, operates in the Mid-North of South Australia, producing high-quality beef from antibiotic- and hormone-free yearling steers and cull heifers.
The family farmed through one of the driest years on record, proving their resilience and adaptability. They finished cattle on perennial ryegrass and clover pastures, producing carcasses between 240–270kg, with a focus on high-end eating qualities such as tenderness, marbling, and flavour. This focus has positioned them as strong advocates for the Hereford breed, which consumers increasingly favour for its eating quality.
With an abattoir and wholesale processor just 20 minutes away, the McInerneys process and package their beef on-site, keeping costs low while offering a premium, locally sourced product. Their direct sales model, sold as quarter, half, or full carcasses, allows customers to select cuts tailored to their needs, increasing flexibility and value.
Thanks to word-of-mouth and social media, Garryowen Direct Beef now serves over 160 customers, many of whom subscribe to the farm's automated ordering system. By incorporating regenerative grazing and minimising their carbon footprint, the McInerneys are committed to delivering ethical, high-quality beef while preserving the land for future generations. This innovative model has successfully merged sustainable farming with modern business practices, creating a strong, growing market for grass-fed beef.
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