Free range
Grass fed Lamb

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 excited to launch the Meat Eating Experience — independent validation that the proof really is in the eating. The layers of nature, care and expertise are independently verified against key criteria to ensure a consistent, premium meat eating experience.

In pasture-based livestock production systems, intra-muscular fat (IMF) has a strong correlation with polyunsaturated fat including omega fatty acids. These are healthy fats which are good for nutrition. IMF is also a key driver of tenderness, juiciness and flavour in beef and lamb.

In lamb, we also scan for lean meat yield which, alongside IMF and carcass weight — “The Sweet Spot” — gives farmers signals to optimise their herd breeding and feed programmes, supporting sustainable livestock management.

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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Attributes

Grass fed
Farm Assured
Antibiotic free
GMO Free
Halal

Download Pure South Lamb Product Guide

Savoury & Earthy Flavour

New Zealand offers the perfect environment to rear lamb. Its vast and diverse landscape is filled with lush meadows and mountain pastures, allowing lambs to roam freely.

Fully-traceable, our passionate farmers don’t use growth-promoting hormones. The lambs’ strict grass-fed diet results in a meat that is sweetly-aged and naturally low in fat with fewer calories.

Available all year round, our lamb is aged for guaranteed tenderness, and can be provided chilled or frozen.

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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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