Gippsland Natural is a producer owned beef company that takes an environmentally sustainable approach to producing the highest quality meat, best suited to their customer’s needs.

Paul Crock, co-director of Gippsland Natural, and one of their 30 primary producers, explains how the business model works. “There is a very strong environmental foundation to what we do,” explains Paul. “Beef is portrayed as a contributor to climate change, but we have developed carbon neutral beef production as a proof of concept, and in a grass-fed setting, we have moved beyond carbon neutral to become carbon positive.”

Gippsland Natural has embraced a world class environmental management system, which changes their cropping and grazing strategies to inject more carbon into the soil than what the cows emit.

The company prides itself on following their produce through to the end customer – from paddock to plate. “We utilise the science developed within the meat industry to ensure we match each cut of beef with our customer’s needs,” explains Paul “aiming to exceed eating quality expectations of our customer.”

“Although the beef production side of the business is well established, we are currently applying lean startup techniques to explore new product development and export market opportunities,” says Paul, “positioning Gippsland Natural for growth.”

Gippsland Natural’s participation in Rocket Seeder Autumn Crop 18 has involved testing a number of hypotheses to achieve this goal.

“We have been taking our hypothesis and asking ourselves: Why are we doing this? Why are we thinking like this, and whether this is a good idea? It has been challenging, however, through the Rocket Seeder program we have learnt to adopt a systematic approach to innovation.”

Through the Rocket Seeder program, Gippsland Natural has identified various channels, which the business would not have previously considered. Paul explains that the business will look at becoming more involved in export markets. “Rocket Seeder has provided us with a better foundation to look at this goal in the future.”