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Facts about Pure South

We back our Pure South promises with facts. Discover more about our methods - from the science behind our high nutrition levels, to our programmes for maintaining a low environmental impact.

Naturally nutritious

These essential nutrients are found in Pure South meat:


Needed for energy, healthy blood and brain development in babies. In general, the redder the meat, the higher the iron content.


A component of every living cell in the body and is essential for the structure and function of over 50 enzymes. It's important for growth, sperm production, night vision, appetite, sense of taste and smell, maintaining a strong immune system and for wound healing.


Necessary to build, repair and maintain body tissues, organs and cells in all parts of the body. Proteins are complex molecules made up of different combinations of smaller units called amino acids. Our body can make some of the amino acids needed to manufacture protein and other necessary substances, but certain amino acids must come from the food we eat each day.

B group vitamins

Help regulate many chemical reactions necessary to maintain health. Some help release energy in the body, some help to maintain good vision and healthy skin, some are important for optimal brain function, while others are needed for the manufacture of red blood cells.

Vitamin D

Involved with calcium in the body to give us strong bones. The main source of vitamin D comes from the sun, where it is synthesised in the skin, but due to limited exposure to ultraviolet rays outside, vitamin D becomes an essential nutrient that must come from our diet.

Vitamin A

Needed for growth, to keep skin and respiratory (breathing) tracts healthy, for vision and to fight infection.


Some dietary fat is needed as it provides essential fatty acids and is required for the absorption of fat-soluble vitamins A, D, E and K, as well as other fat-soluble nutrients such as lycopene in tomatoes. It's concentrated source of energy - foods high in fat are energy dense.

  • Beef and lamb fat include polyunsaturated and saturated fat with a good proportion of monounsaturated fat.
  • Beef and lamb fat include polyunsaturated and saturated fat with a good proportion of monounsaturated fat.
  • Trimmed beef and lamb are low in fat. The fat content of lean beef and lamb is comparable to other protein sources such as chicken and pork and in some cases, significantly lower.
  • It's easy to trim fat from meat, leaving only the lean muscle. Trimmed of visible fat, lean, cooked beef contains on average 6.6% fat and trimmed lean, cooked lamb has about 10.5% fat.
  • Polyunsaturated fat is made up of two main families: omega 6 and omega 3. Omega 3 is known to help people with heart problems and is important for brain function. The small amount of polyunsaturated fat in beef and lamb also contains omega 3, potentially making a significant contribution to the diets of those who don't eat fish. Importantly, Pure South beef and lamb come from grass-fed animals containing higher levels of omega 3 than meat from grain-fed animals.
  • Another polyunsaturated fat is CLA (Conjugated Linolec Acid). Studies have shown a reduction in the incidence of cancer, and reduced tumour size when CLA is used as a treatment. CLA is only found in products from ruminant animals (meat and milk), and at higher levels when those animals have been raised on pasture. Research in New Zealand has shown beef and lamb could provide up to 15% of the required daily amount of CLA.
  • Saturated fat is known for its ability to raise blood cholesterol levels. However, one type of saturated fat, called stearic acid, has a neutral effect on cholesterol levels. About a third of the saturated fat in beef and lamb is stearic acid.

Farmers we know

In 1948 a group of Southland farmers joined together to process and market high quality meat. In 1980 they became a cooperative, and today with over 5,000 farmer shareholders, continue to provide our meat to international markets. Their passion and experience helped build the foundation of the Pure South name.

Free range and grass-fed

The New Zealand advantage

  • New Zealand’s location in the South Pacific ensures a temperate year round climate, which is ideal for natural pasture growth, and ideally suited for farming livestock.
  • New Zealand’s total area is approximately 26 million hectares, with approximately 15 million hectares used for farming.
  • Of the 15 million hectares, approximately 70% (around 11 million hectares) are allocated to natural pasture (grassland, lucerne, tussock or danthonia), and raising livestock – with the balance allocated in plantations, horticulture and other holdings.
  • Approximately 46% of all farms are beef or lamb farms (or a combination of both).

Providing a better life

  • The rearing of livestock outdoors, ‘as nature intended’, not only provides superior livestock (less health issues and better nutrition through natural fodder), it also provides the livestock with a life free from distress, and not restricted from displaying their normal animal patterns.
  • A combination of geographic isolation and strict quarantine laws has kept New Zealand free from all major animal diseases, such as foot and mouth disease and bovine spongiform encephalopathy.

Focused on welfare

Codes of Welfare

Alliance Group livestock suppliers commit to maintaining the standards prescribed in the AWAC Codes. These Codes are internationally recognised and developed by NAWAC after extensive consultation with members of the farming community, animal welfare groups and the veterinary profession. They are adopted by MAF and the industry for use by all the parties involved in animal husbandry. The Codes are also an integral part in upholding the requirements of the New Zealand Animal Welfare Act 1999.

Programmes in place

  • Livestock Transport Accreditation Programme (LTAP) Ensures transporters of stock understand and comply with industry standards of appropriate and well maintained livestock crates for transport, animal welfare standards and trained operators.
  • Farm Assurance Programme Ensures that suppliers consistently meet required food safety and animal welfare standards in their farming practices. It is JAS-ANZ/ISO65 accredited and established as an integral part of farm management practices for the majority of our suppliers. An independent verification audit is undertaken to confirm the integrity of the programme.


Traceability commences on the farm

  • All of our stock is accompanied by an Animal Status Declaration.
  • 85% of our stock is secured from our own shareholders and livestock representatives.
  • We control stock transfers between suppliers. The breeders supply finishers with Animal Health Status reports - allowing full traceability from farm to processing.

 Traceability continues at plant level

  • Our internal inventory system links product information from processing to shipping.
  • Regular recall exercises prove that we can trace product from market to plant and farm rapidly (trace back within a two hour window of notification).
  • Our meats come with tickets, which trace them back to a specific farm. Our individual cuts of meat in cartons can be traced back to a small group of farms.


hoofprint® Programme

Alliance Group established hoofprint to monitor and understand on-farm carbon emissions, and to develop ways to best reduce overall carbon footprint, while still improving farm production.

Central Progeny Testing & Data Comparisons

Researchers work to improve natural animal genetic traits by collecting data about:

  • On farm growth rates by breed
  • Production/birth rates
  • Feed types (different grasses / natural forage)
  • Yield data after processing through Viascan
  • Taste and tenderness data.

The data collected enhances production rates and on-farm growth. This increases overall production and profitability, while reducing overall carbon footprint (more meat from less livestock units), and enhances taste and tenderness, resulting in a better product for the consumer.

Yield Grading

Unique to Alliance Group, this innovative technology provides farmer suppliers with detailed objective information about market required attributes of their livestock. The system uses infra-red camera technology and a sophisticated computer algorithm to determine yield and other factors. Farmers use this information to make genetic and other farm management decisions.

Environmental awareness

On the farm

  • Our Environmental Management System (EMS) is certified to ISO 14001 and Enviro-Mark NZ. This system monitors and works to improve our environmental impact.
  • Our hoofprint® Programme allows farmers to measure their system’s agricultural greenhouse gases (GHG). From the data collected, we develop ways to reduce our carbon footprint while still improving production methods.
  • Our Livestock Transport Accreditation Programme (LTAP) requires trucks to have effluent tanks and dispose of waste responsibly.

Plant and production

  • Weekly fuel, electricity and water utilities use KPI reporting against targets for each plant as well as monthly interplant comparative reporting. The weekly KPI reporting includes calculating CO2 emissions.
  • We have reduced GHG emissions by 25% per unit, and our total fuel used for processing per unit of production has been reduced by 32% since 2000.

  © 2013 Alliance Group

  © 2013 Alliance Group