Know your farmer.
Know your beef.
Respect the animal.
Reconnecting Canadians with the people who raise their food, while promoting transparency, local agriculture and respect for the animals that provide it.
A better life for animals and people.
PureBeef exists to shorten the distance between pasture and plate. We believe people deserve to understand where their food comes from, farmers deserve recognition for the care they put into raising it, and every animal deserves kindness and respect throughout its life.
Know your farmer.
Discover local cattle producers, learn their stories and understand how the animals on their farms are raised.
Know your beef.
Learn about feeding practices, processing, nutrition, cuts and the choices available when buying beef directly from a farm.
Respect the animal.
Encourage thoughtful husbandry, calm handling, responsible processing and meaningful use of the whole animal.
A good life. A respectful end. A purpose for the whole animal.
When an animal is raised for food, we believe as much of what it provides as possible should be valued. That means rediscovering traditional cuts, organs, bones and tallow while reducing unnecessary waste and preserving the skills required to use them well.
Find beef closer to home.
We're building a network of Alberta farmers and independent processors to make locally raised beef easier to understand and find.