Namibia first to export certified natural beef

NAMIBIA has made history by becoming the first African country to start exporting free-range certified beef.

The free-range beef brand is called Nature’s Reserve and consists of three high-quality products, Nature’s Reserve Choice, Nature’s Reserve Finest and Nature’s Reserve Select, coming only from Namibian farms, where cattle roam freely and feed on natural grasslands. Nature’s Reserve Finest free-range beef falls into the highest category in that the beef is selected by age and carcass weight to ensure consistent cut specifications.This is underpinned by stringent pH-testing, and all meats are wet-matured for 28 days before reaching the customers.Nature’s Reserve Select range beef has the same specifications as the Nature’s Reserve Finest range, and only differs in that carcasses are selected from a lower weight range.Introducing the new brand to local media in Windhoek last Thursday, Meatco’s Chief Executive Officer Kobus du Plessis said: “The heart of the brand is the freedom of the cattle to express natural behaviour.The purpose of the different box colours is to establish brand identity.”The Nature’s Reserve brands are priced differently to suit each consumer’s pocket.”Meatco’s meat producers – the farmers – are serious about the environment, an environment ideally suited to breeding cattle in harmony with nature.With its endless grasslands, Namibia is a naturally free-range country and beef from natural grazing is much tastier than from a feedlot.Another important feature is that Namibian laws prohibit antibiotics and hormones, while stringent animal welfare policies are in place and adhered to.The use of gin traps and poisons on all farms belonging to Meatco’s suppliers is prohibited,” Du Plessis added.The free-range beef is certified under the Farm Assurance Namibia System (FanMeat), operated by the Meat Board of Namibia and introduced a few years ago.This system offers traceability of individual animals, which have ear tags, and ensures quality standards and procedures on farms as well.Nature’s Reserve Finest free-range beef falls into the highest category in that the beef is selected by age and carcass weight to ensure consistent cut specifications.This is underpinned by stringent pH-testing, and all meats are wet-matured for 28 days before reaching the customers.Nature’s Reserve Select range beef has the same specifications as the Nature’s Reserve Finest range, and only differs in that carcasses are selected from a lower weight range.Introducing the new brand to local media in Windhoek last Thursday, Meatco’s Chief Executive Officer Kobus du Plessis said: “The heart of the brand is the freedom of the cattle to express natural behaviour.The purpose of the different box colours is to establish brand identity.”The Nature’s Reserve brands are priced differently to suit each consumer’s pocket.”Meatco’s meat producers – the farmers – are serious about the environment, an environment ideally suited to breeding cattle in harmony with nature.With its endless grasslands, Namibia is a naturally free-range country and beef from natural grazing is much tastier than from a feedlot.Another important feature is that Namibian laws prohibit antibiotics and hormones, while stringent animal welfare policies are in place and adhered to.The use of gin traps and poisons on all farms belonging to Meatco’s suppliers is prohibited,” Du Plessis added.The free-range beef is certified under the Farm Assurance Namibia System (FanMeat), operated by the Meat Board of Namibia and introduced a few years ago.This system offers traceability of individual animals, which have ear tags, and ensures quality standards and procedures on farms as well.

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