Essentially, it's beef from cattle that only ever eat grass, herbs and forage – the way evolution created them.
And, importantly, that means 100% grass fed beef is often a seasonal food. That's because, in the depths of winter the grass doesn't grow – so there's nothing to fatten the cattle on. It's the same with hot dry spells in summer.
Which makes it a simple case of no new green grass – or hay – no beef.
Trouble is, in the UK there's no legal definition in the market for labels such as ’grass fed‘, ’pasture fed’, ’grain fed‘ or “grass finished”.
Even organic beef can be raised on a blended diet of cereals and grass.
In fact, according to Defra, you can call beef 'grass fed' even if only 51% of the animals’ diet has been grass or grass forage.
Which makes it hard to know what you're actually buying and eating. So we make it easier for you. Our 100% grass fed beef is 100% grass fed.
But what makes 100% grass fed beef different from normal “commodity” beef?
Almost all the beef on sale today is fed on grain, soya or maize. And some grass.
But a hundred years ago, no one would have dreamed of feeding cereals to cattle. They don't like it and it can make them ill.
Then in the 1950's two things happened in America... fast food restaurants appeared and farmers were given subsidies to produce more cereals.
And that changed everything.
Farmers supplied cheap cereals - at just the time fast food restaurants were looking for a reliable, year round supply of beef.
Bingo... grain fed beef was born – and now accounts for almost all the beef we eat.
Unless, of course, you choose to seek out 100% traditional grass fed beef.