Coles Supermarket - Hormone Free Beef

So, Coles Supermarkets are offering hormone free beef. They have set up their own supply chain of farmers who they deal with directly.

Clearly healthy meat is a priority for consumers and whilst this meat is not cruelty free and therefore does not satisfy my main concern it does signal the desires of consumers for change.

"Since we started the campaign, we've seen double-digit growth in that category," said Jon Church, Coles spokesperson.

I have mixed feelings about this new campaign.

However I am pleased that Coles is taking a stance on this issue. A large company like Coles has the power to influence a lot of people and they have certainly increased awareness in a way that no one else can.

The beef industry is kicking up a fuss claiming that Coles are damaging their business by suggesting that there is something wrong with hormones.

It is true that much of the beef produced in Australia does not contain hormones but 40% of it does. The use of Hormone Growth Promotants (HGP) has been banned in Tasmania and the EU due from what I can gather, unsubstantiated concerns of links to disease.

The beef industry cannot sufficiently prove that the hormones are safe and consumers should have the right to choose. This has always been my ultimate goal. I hope that one day consumers can choose not to buy the cheapest meat that is farmed in the cheapest possible way and they can opt to buy moderately priced meat and know everything about what it contains and went through before arriving on their plate.

This is a very small step towards a healthier and more humane choice but Coles is also stepping up their range of free range meat and organic meat and banning cage eggs for their in-house egg range.

Many people have declared that they don't trust Coles and that they are just money hungry. I couldn't care less whether Coles is doing this out of the goodness of their heart, for increased profit or both. I am buoyed by the fact that consumers want happier, healthier meat and even the large chains are beginning to take notice and offer it. The vast majority of the food Australians eat comes from Coles and Safeway, if they are open to change then there is a greater chance that it will happen and have maximum effect. This is only likely to happen if the supermarkets can make money out of it.

Wealthy people buying expensive organic meat is never going to achieve maximum impact.

Coles general manager of meat, Allister Watson has stated,

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

I do hope that consumer support for these initiatives will encourage Coles to continue along this track. I will be watching very carefully to see if this is the case. In the meantime I choose to support their organic and free range lines in between my orders from my farm direct suppliers.

For a more comprehensive opinion on this issue have a read of this great blog

http://thefoodsage.com.au/2011/01/31/hormone-free-beef-whats-the-catch/