WE TAKE LABEL TRANSPARENCY SERIOUSLY.
There is a lot of Greenwashing in the meat industry. Many of our competitors are vague in their unproven label claims of being ‘Grass-fed’, ‘Pasture-raised’, ‘Non-GMO’, ‘Hormone-free’, and ‘Antibiotic-free’. Some even suggest their meat is ‘Beyond Organic’, ‘Better than Organic’, or ‘More than Organic’.
Making baseless marketing claims without any recognized standard or independent third-party verification is the very definition of Greenwashing.
DID YOU KNOW?
Any producer can use the 'Grass-fed' label claim and sadly this goes unchecked at the farm level. This is misleading to consumers and open to abuse by producers.
Additionally, 'Grass-fed' does not even guarantee that cattle are raised outdoors in a natural environment on pastures. Nor does the term 'Grass-fed' guarantee consumers the cattle eat organic grass (free of chemicals).
Some 'Grass-fed' producers keep their cattle indoors and use commercial grass pellets or use cut grass heavily treated with chemicals. In short, while the term 'Grass-fed' conjures images of cattle in a clean natural environment, this can be very far from the truth.
Click here to read our recent article where we take a look at:
- The Problem with the Grass-fed Label.
- How to tell real Grass-fed beef from fake.
- Three (3) NGOs that inspect and verify Grass-fed farms as genuine.
- How to spot the physical appearance of real Grass-fed beef and fake.
- The key question to ask a local beef rancher before you buy their beef.
WE BELIEVE WHOLESOME NATURAL MEATS MUST BE RAISED
WITH RESPECT FOR NATURE AND HONESTY TO CONSUMERS.”
TruBeef STANDS FOR #TRANSPARENCY
This level of farm, supply chain, and food transparency, is what sets TruBeef apart from our competitors. You can enjoy TruBeef with complete confidence in our quality and integrity.
At Trubeef, we carry the following stringent verification and certification standards:
USDA National Organic Program
TruBeef is Certified 100% Organic meaning zero chemical inputs on all our family farms. We believe the ‘Grass-fed’ claim is simply not enough, and for cattle to eat the most natural diet possible, it must be free of all herbicides, pesticides, and artificial fertilizers.
100% Organic status is the gold standard for Organic Certification in the US, where every aspect of the farming process, supply chain, and chain of custody is fully audited.
Every step in the chain of custody is inspected by independent third parties to ensure all practices adhere to USDA National Organic Program (NOP). With the TruBeef Organic beef range, you can buy with full confidence and assurance there are no chemicals present.
For more information, please check out https://www.usda.gov/media/blog/2016/07/22/understanding-usda-organic-label
No antibiotics administered
No added hormones
Free Range - Never confined to feed lot
*We encourage all beef consumers to see what FSIS approvals their meat really holds. For more information, please check out https://www.fsis.usda.gov/search?keywords=organic+marketing+claim
Many meat suppliers make unfounded and unverified claims that they don't use GMOs in their operations with no way for consumers to know if this is genuine or not. TruBeef on the other hand is completely transparent and allows all our family farms to be inspected and tested for the presence of GMOs by the Non-GMO Project. Furthermore, our entire supply chain is inspected to ensure there is no cross contamination.
Look for the butterfly logo on all of our TruBeef range and buy with total confidence. We source cattle only from family farms that fulfill all the obligations of the Non-GMO Project, which holds the strictest Non-GMO protocols in the world.
For more information, please check out https://www.nongmoproject.org/gmo-facts/non-gmo-project-verified-faq
Global Animal Partnership (G.A.P.) Animal Welfare
Global Animal Partnership (G.A.P.) is considered the benchmark for Animal Welfare Standards. Many other animal welfare agencies in the US such as Certified Humane use a ‘sampling model’ that inspects only 10% of farms but certifies all 100%. G.A.P. on the other hand inspects every single animal, on every single farm in different seasons, every 15 months.
Additionally, agencies such as Certified Humane, use in-house employees as inspectors ~ this is a huge conflict of interest. G.A.P. uses independent third-party inspectors for farm visits.
TruBeef holds “G.A.P. Step 4 Pasture Raised” Certification. This not only assures our customers our farm Animal Welfare Standards are the highest in the world, but Step 4 certification also confirms to consumers that all cattle are 100% Grass-Fed and verified as living on pasture full-time except in the event of inclement weather.
To learn the most important difference between G.A.P. and Certified Humane, please check out https://globalanimalpartnership.org/faq
For more information about Global Animal Partnership (G.A.P.) please check out https://globalanimalpartnership.org/certification
Certified 100% Carbon-Neutral by Carbon Reduction Institute
TruBeef is audited by NoCO2, and offsets the carbon footprint of our non-farm operations including transport, packaging, refrigeration, dry ice (CO2 gas), and delivery. By achieving 100% Carbon-Neutral status through our entire supply chain; we are one of a small handful of livestock producers in the world who take such responsibility for our climate impact.
For more information about NoCO2 Carbon Neutral Program [the longest-running and market-leading climate change certification program in Australia], please check out https://noco2.com.au
Our Halal Lamb is certified by Supreme Islamic Council of Halal Meat in Australia Inc. (SICHMA).
Our Halal Beef is certified by Al-Iman Islamic Society (AIS).