The way beef should be
At Coles, our farmers believe that good quality beef doesn’t need added hormones and that’s why all of our Coles Brand fresh beef is 100% Aussie with no added hormones.
Coles fresh beef
Open on Curtis Stone with grass in background.
Cut to shot of beef amongst grass. Super animates on screen
Super appears: Ever wondered about the beef you buy?
VO: Have you ever wondered about the beef you buy?
Cut to overhead shot of cows amongst the grass. Farmer in a red shirt rides horse in bottom-middle of shot.
Cut to shot of farmers shaking hands amongst a misty, sunlit backdrop.
Cut to shot of Curtis speaking, quick cut to image of three steaks on white platter, with oil pouring across them in zig-zag motion.
VO: Well you needn't worry when you buy Coles brand fresh beef.
Cut to shot of farmers riding on horses at the farm.
Cut to close up shot of farmer. Super appears over the top: 100% Aussie
VO: Because it's all 100% Aussie.
Cut to shot of Curtis speaking to camera.
Cut to shot of meat on wooden platter. Super appears: No added hormones
VO: With no added hormones
Cut to shot of Curtis. Quick cut to meat being fried in a pan. Super appears: 100% of the time.
VO: 100% of the time
Cut to shot of Curtis speaking to camera with cows in the backdrop.
Cut to shot of jackeroo herding cows across green pastures.
Cut to shot of Curtis speaking with farmer amongst cows,
Cut to overhead shot of cows grazing on the farm. Jackeroo's in backdrop.
Cut to shot of meat being sliced. Cut to overhead shot of meat being sliced on a platter.
VO: Because I believe, more naturally grown beef creates better quality beef.
Cut to shot of farmer speaking direct to camera.
VO farmer 1: Guaranteed quality from the farmer
Cut to close up shot of cows grazing. Super appears: 100% Aussie
Cut to shot of farmers amongst cows
Cut to shot of cows being herded. Super appears: No added hormones.
VO: 100% Aussies, 100% no added hormones.
Cut to shot of younger farmer speaking to camera:
VO farmer 2: Good beef doesn't need hormones.
Cut to shot of meat being seasoned.
Cut to shot of Curtis, with farmers laughing together and enjoying meat.
Cut to shot of Curtis speaking to camera.
VO: 100% delicious, 100% of the time.
Cut to shot of meat being grilled on barbeque. Steam rises.
Cut to shot of Curtis speaking to camera. Quick cut to end frame with red background and Coles logo. Super: Coles. Good things. Great Value.
VO: Coles. Good things, great value.
What's your beef?
When it comes to beef, Coles offers a variety of products to meet our customers’ needs, from Coles Graze™ grass-fed beef, to 100 day grain fed Coles Finest beef.
Beef lovers would argue that each has its own unique taste. And that’s why we provide our customers with a choice.
Coles Finest fresh beef is always 100% Australian with no added hormones. The cattle begin eating grass and are then fed grains such as barley and wheat.
Graze™; our specialty beef range, is 100% Australian, grass-fed and has no added hormones. Growers adhere to high standards where cattle are free to roam and are not fed grain at all.
Whatever your beef is, if it’s Coles Brand fresh beef you can be certain it’s 100% Aussie with no added hormones to help bring you better quality beef.
"Good beef doesn’t need hormones"
What does grass-fed really mean?
At Coles, it means our cattle are free to graze on pastures and are never fed grain.
Graze™ beef producer, Nigel Stephens says ‘the secret to grass-fed beef is that there is no secret’. Our pasture-fed cattle are raised naturally and raised with care. Customers should be happy knowing that they have been grass-fed and not finished on grain – while ensuring they can be confident about where it comes from.'
What’s good for farmers is good for Australia, too. Because Nigel’s farm of grass-fed Angus and Hereford cattle is just one of over 100 farms across the country that help Coles offer quality Graze beef all year round – from porterhouse and scotch to stir fry and mince.
So the next time you see Coles Graze™ Beef in store, remember, its’ grass-fed, 100% Aussie and, as with all Coles beef, completely free from added hormones.
Time to get cooking
Shop our beef
Learn more about our other growers and suppliers
Working with the RSPCA, we offer a range of humanely farmed chickens, grown on farms that must meet strict animal welfare standards and provide an enriched environment for chickens to grow.
We’ve worked with our farmers and suppliers to ensure all of our Own Brand fresh pork is sow stall-free and free from artificial growth promotants.
We believe you can’t rush quality. So we’ve partnered with expert French baker, Laurent Boillon, to create our Coles Finest 30 Hour Sourdough Range.
Right across the store, from seafood in the deli to frozen fish in the freezers, all of our Own Brand seafood is responsibly sourced – so whatever you buy, you’ll always know you’re making a better choice for our oceans.