Putting Territory beef 'that tastes like beef' onto menus

A Northern Territory cattle producer has successfully carved out a niche in the market by focusing on quality and taste, celebrating a decade of operation for her boutique abattoir. Fiona McBean and her husband Peter Cogill founded Eva Valley Meats after a disappointing experience with supermarket mince.

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Pete came home and we looked at each other and said, 'What is this? What are we doing? Surely there's a demand in Darwin for beef that tastes like beef.'

"Pete came home and we looked at each other and said, 'What is this? What are we doing? Surely there's a demand in Darwin for beef that tastes like beef,'" McBean recalled.

Their venture, located 100 kilometers south of Darwin, initially faced challenges in convincing consumers that Northern Territory cattle, primarily Bos Indicus breeds, could produce flavorful beef comparable to Bos Taurus breeds from southern Australia. McBean noted that this misconception persisted among the general population.

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I find it amazing that there's still such a strong theory amongst the general population that Bos Indicus cattle are a lesser [tasting] animal, and it's just completely untrue.

However, demand quickly surged. Within three months of their first kills, the couple needed a full-time butcher to keep up. Now celebrating their 10th anniversary, Eva Valley Meats processes about 15 to 20 animals per week, a modest scale compared to larger facilities that have failed.

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We've got so many repeat customers now, which I think proves we can deliver a beautiful carcass.

McBean attributes their longevity to "matching supply to demand" and a philosophy of continuous improvement rather than aggressive expansion. "We want to keep doing the same thing, but better," she stated, emphasizing a commitment to quality from breeding through packaging.

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We're still here 10 years later because we've matched supply to demand.