Coles Moves To Hormone-free Beef

Coles Hormone-Free Beef to Improve Eating Quality for Customers

Coles is sourcing hormone growth promotant (HGP) free beef from its Australian cattle producers to achieve our goal of providing customers with the best quality fresh food.

Coles will be the first national food retailer to sell only HGP-free beef.

Coles general manager of meat, Allister Watson, said Coles worked cooperatively with its beef suppliers over the last 18 months to build a dedicated hormone-free supply chain.

"Coles is working with our livestock suppliers to ensure our customers get the best quality fresh food possible," Mr Watson said.

"Coles is aware of widespread consumer concerns about additives in food and livestock and animal welfare practices.

"A range of scientific studies have also confirmed that hormone growth promotants (HGPs) can adversely affect eating quality.

"The Meat Standards Australia (MSA) grading system shows that meat quality is significantly better without the use of HGPs."

Mr Watson said a key outcome for Coles was that neither customers nor suppliers would be financially disadvantaged by the move to better quality meat.

"We've agreed with our suppliers that Coles will absorb any additional production costs that arise from moving to HGP-free beef and we'll ensure that Coles on-shelf beef prices are not affected by this move," he said.

The Chief Executive of Australian Country Choice, David Foote, a major Coles beef supplier based in Queensland, said the move was would be a positive for customers and a new supply opportunity for cattle producers.

"I applaud Coles for striving to continuously improve the eating quality of Coles beef for its consumers and for working closely with its cattle suppliers to deliver a fair outcome for all parties," Mr Foote said.

Coles Finest HGP-free beef range is already available in selected Coles stores. Coles Butcher beef will be progressively converted to HGP-free in stores from January 2011.

Further information:
Jim Cooper
Coles Media Relations
Ph: (03) 9829 4354

SOURCE: Coles