Free range
Grass fed Beef

Pure South is more than a name — it’s our legacy, passed down through generations of farmers deeply connected to the land they tend.

Meat Eating Experience

We’re proud to introduce the Meat Eating Experience — an independent validation by Aus-Meat that the proof really is in the eating. Powered by ag tech solutions provider MEQ, we use a world leading combination of spectral analysis and AI to independently verify that our Lamb and Beef is consistently nothing short of delicious.

The technology assesses intramuscular fat (IMF).  IMF is a key driver of tenderness, juiciness, and great flavour. Our grass-fed meat develops this IMF with polyunsaturated fat, a healthy fat that enhances nutrition and the overall meat eating experience.

Mild & Mellow Flavour

Our New Zealand grown beef is Quality Mark approved. This means it meets the highest standards in quality, food safety and animal welfare.

Grass-fed and 100% free range, Pure South Beef is lean, tender and available in a range of cuts.

Extraordinarily tender and juicy meat flavoured  with a tinge of earthiness and sweetness coming from foraged grasses. Flavour can be connected to the smells emanating from a just planted vegetable garden.

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Attributes

Grass fed
Farm Assured
Antibiotic free
GMO Free
Halal

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Goodness You Can Taste

Pure South farmers have crafted premium meat as nature intended, across New Zealand’s lush green pastures. Our free-range, grass-fed animals are raised with care, free from GMOs and hormones.

From pasture to plate, we combine tradition and innovation to deliver consistently tender, succulent meat, rich in natural nutrition. Enjoyed in over 65 countries, Pure South represents premium, quality, and care, creating a memorable eating experience every time.

Taste the goodness in every bite—naturally rich,  delicious and unforgettable.

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The Best of Nature

Our meat is the best of nature because the best of nature went into creating our meat. We pursue ambitious targets aimed at improving our overall environmental footprint. This is consistent with what both our global customers and consumers ask of the world.

We produce low carbon footprint red meat. Even allowing for freight, our lamb is less than half that of the global average and our beef one third less.*
Even allowing for freight, our lamb is less than half the carbon footprint that of the global average and our beef one third less.*

* Source: Life Cycle Assessment, Ag Research New Zealand, 2021.

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