Russell Crowe

So I'm not really a farmer, but I've got land.

You kind of are, though.

Yeah, well, we still do.

And we still turn the meat out.

But when I looked into it in terms of a business, you have to really have about $25,000 ahead to make it a business.

That covers you for when sometimes the price of meat goes down or whatever or the costs around culling go up.

And I just didn't want to do it that way.

I didn't want to have to be responsible in my heart for $25,000.

living creatures when I couldn't be absolutely certain they were all being treated well.

And I think that's one of the big mistakes that we've made going into this thing of farms getting bigger and bigger and bigger and bigger because at the end of the day, the thing that drops off is the duty of care.

We give grain to our cattle because there is a nice texture and stuff that comes to the meat beyond being grass-fed.

But we never put them into a feeding pen situation.

And I think that that's also the best part of the balance because they're still walking around on their home range.

This is where they're used to being.

And then here's a pile of grain over here.

So they supplement their grass with the grain as opposed to just being fed grain purely to put on size.

What we turn off, Ben, and I think it's partly to do with the fact that they stay active and everything, we get a natural 7% to 10% fat ratio, which is the bottom end of the scale.

But therefore, to me, you're getting more protein.

And therefore, what we're giving you when we give you a steak is like an absolute protein pill.

It's a hit.