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Farmers use social media to show consumers where their meat comes from

Farmers use social media to show consumers where their meat comes from

Bianca Tarrant’s love of social media used to mildly annoy her partner, Dave McGiveron.

Key features:

  • A NSW farming couple are using social media to sell relate to consumers
  • The commerce has helped their struggling pork operation and given 50 farmers a brand original, accumulate market
  • It comes after drought, bushfires and the pandemic hit the local farming neighborhood onerous

“I attain love Facebook,” Ms Tarrant laughed.

Early Newspaper

Nonetheless it in actual fact became out to be an ethical use of her time.

It gave her the premise to organize an online commerce, which saved their struggling pork operation and has given 50 farmers a brand original, accumulate market.

Social media a surprise money-maker

The original commerce changed into born from a painful delivery.

In 2017, the couple sold 1,300 hectares at Baryulgil near Casino in Recent South Wales.

Within months, drought hit and pork prices fell.

“Loads of our cattle obtained supplied but we level-headed had a pleasant debt,” Mr McGiveron acknowledged.

“We did no longer if truth be told know what to attain.

Ms Tarrant organize Our Cow on Facebook to sell their pork relate to customers.

In the first month they supplied six cattle, but rising request of saw them register other pork producers by offering a beneficiant set designate to tempt them away from unpredictable public sale sales.

“They know what they’re going to accumulate for their animal sooner than their calves hit the bottom, to allow them to budget and opinion,” Mr McGiveron acknowledged.

A man and woman in bright green shirts smile at the camera with their arms around each other.

Ms Tarrant and Mr McGiveron occupy welcomed just a few minute producers to their commerce.(

ABC Landline: Pip Courtney


A shapely addition for ‘the cramped guys’

The commerce began with twin missions: to give farmers a suite designate and supply customers with grass-fed pork.

“We occupy got so many customers that beautiful need that grass-fed, the free-differ, the organic facet of issues, and so that they need to know the animals are being sorted, that they’re no longer industrially farmed and that our farmers occupy sustainable farming practices,” Ms Tarrant acknowledged.

Stephen Thomas, a pork producer in Dorrigo, Recent South Wales, used to sell to feedlots but now offers the couple with three quarters of his cattle.

“Label fluctuations occupy constantly been our biggest enemy,” he acknowledged.

“With Dave and Bianca, you realize what’s coming in on the quit of the day, so we are able to budget.”

Workers stand around metal tables with cuts of meat piled on them.

Native producers are cheerful to occupy elevated balance via the rep commerce.(

ABC Landline: Pip Courtney


Customers soon asked for grass-fed lamb and free-differ pork and rooster, so original suppliers were added.

Holly Maricote’s family are set to magnify their minute free-differ pork operation north of Casino because of the set designate, which she acknowledged “blew us away”.

“We would approached butchers previously, looking out to sell our pigs, and the associated price wouldn’t even duvet the cost to feed them,” Ms Maricote acknowledged.

Consumers join with farmers

The total meat is labeled with the title of the farmer who supplied it.

Customer Gavin Grace has stopped browsing on the supermarket.

“It beautiful affords you a connection with the food and the grower and a face to establish to the title where the money goes to,” he acknowledged.

Casino lamb producer Peter Brown believes customers pays extra for peace of mind and transparency.

An image of a label on shrink-wrapped meat, reading 'rib fillet' and the name and location of the producer.

Every product is labeled with its producer and hassle.(

ABC Landline: Pip Courtney


“Their commerce mannequin will resonate with the Australian customer, and on the quit of the day agriculture will be driven by folks that are residing in cities, no longer by folks that are residing in the bush,” he acknowledged.

He known as Ms Tarrant and Mr McGiveron a gutsy pair of “disruptors”.

“Originally I believed, ‘here’s suicide’; that it is likely you’ll no longer compete in a market organize the perfect likely plan it is in the pork commerce on this country,” Mr Brown acknowledged.

With some stock agents helping the couple gain livestock, he thinks their dream of a national community will work.

“As soon as prices reach support down, you’ll peek loads extra folks looking out to be in Our Cow,” he acknowledged.

“I feel they’ve obtained a future.”

A original delivery after tragedy

Replace is booming now but no longer long after they launched, the 2019 bushfires destroyed three quarters of the couple’s farm.

“Country that had burnt about a days sooner than burnt all but again address it changed into beefy of gasoline and there changed into nothing there,” Ms Tarrant acknowledged.

The firestorms killed two neighbours and hundreds of cattle.

“It changed into Armageddon, daily a real darkish glow over the sky, the orange sun coming via the smoke and the clouds,” Mr McGiveron acknowledged.

A fire burns in bushland, with heavy smoke coming through the trees.

Bushfires devastated the local neighborhood.(

Equipped: Dave McGiveron


With their grass long past, they had to sell their cattle and focused on the rep commerce.

In the three months whereas their valley burned, Ms Tarrant processed meat orders whereas Mr McGiveron spent hundreds of hours on his bulldozer, tractor and log skidder, reducing fireplace breaks spherical the district.

Then came the COVID pandemic and request of soared.

They now occupy 50 suppliers and 10,000 customers.

“There are masses of producers available which occupy acknowledged, ‘We will attain this paddock-to-plate,’ but they’ve taken it to the next stage,” pork producer Stephen Thomas acknowledged.

Rain and opulent grass imply the couple can restock, but their days of promoting cattle via saleyards are over.

“Or no longer it is no longer beautiful about our future anymore,” Mr McGiveron acknowledged.

Survey this story on ABC TV’s Landline this Sunday at 12: 30pm or on iview.

Farmers use social media to show consumers where their meat comes from