Taste the difference – Eat Drink West
“Honour the beast” concept at the heart of mobile processor.
PROVENIR was inspired by a desire to improve animal welfare and produce the best quality of meat.
Co-founder Jayne Newgreen said the beef processing business travels to farms across Victoria, and interstate, with its own purpose-built mobile abattoir truck, avoiding animal transport.
“There is stress associated with live animal transport. It’s widely known that stress has an effect on animal welfare, but also the resulting meat quality, so that’s what we wanted to eliminate,” she said.
With a central butchery hub in Bannockburn, the Provenir concept is the “first and only of its kind in Australia.”
Having worked on an estimated 25 Victorian farms so far, Ms Newgreen said the team wants to build a relationship with their farming partners “season after season.”
One of those has been Tom and Olivia Lawson’s ‘Paringa’ in Clarkes Hill near Ballarat.
“We share similar philosophies with Provenir,” Mrs Lawson said.
“It is a good opportunity to close the gap between farmer and consumer, as well as farmer and processor, celebrating the provenance of food, less stress on our animals and ultimately less carbon emissions.”
In 2020, Provenir lost 30 per cent of their off-take overnight as restaurants closed due to the pandemic, yet the year was still rewarding.
The brand won a Delicious-Harvey Norman Produce Award for outstanding innovation, sustainability and community.
“That lifted the spirits of the whole team, to receive that award for our business concepts and operations, doing something no one’s done before,” Ms Newgreen said.
Looking into 2021, the brand wants to further “honour the beast” with full carcass utilisation, which is more “environmentally sound.”
“We will be supplying the customers with the opportunity to experience cuts and parts of beef they otherwise wouldn’t have had the chance to. It respects the animal, the land and resources that went into growing it.
“We’ll be releasing a new chef series range to retail, including ready-to-heat meals. We’ll also have two bone broth products; one all-natural, and another really tasty broth roasted with herbs,” she said.
“The next product is beef tallow from the internal fat of animal; we call it the ‘good fat’ to cook with.”
Locally, Provenir beef is sold at Wilson’s Fruit & Vegetables and served at Mitchell Harris Wines.
Scan the QR code on Provenir packaging for information on where your food came from and the farmers who produced it.
“We want to create delicious meals with convenience, without people having to compromise their ethics,” Ms Newgreen said.
“Our emphasis is 100 per cent grass fed and finished, working with regenerative farmers who are utilising cattle to regenerate the land and store carbon in the soil.”