Natural continent： natural grain feeding to create healthy, safe and good beef

In the past 2023, when all walks of life in the country were looking forward to the beginning of a new economic cycle, the reality did not pick up as expected. Do people stop spending? Is it really a downgrade of consumption? Mr. Shi Haipeng, the founder of the natural continent brand, has different views on this.

In the past few years, the original-cut steak, as a dark horse suddenly emerging in the fresh-keeping industry, not only provided residents with high-quality nutrition from protein in a special period, but also became an entry point for China consumers to get in touch with and understand the world’s high-end ingredients. The natural continent brand, which came out in August, 2023, is a rising star in Ran Ran in the huge original cut steak market.

At present, the original cut steak market can be said to be chaotic. With the rise of short videos and live broadcasts, a large number of original cut steak products are flowing into consumers’ tables. "Original cutting is only the entry standard of steak, not a selling point worthy of praise." Mr. Shi Haipeng, the founder of Natural Island brand, who has been in the marketing industry for 20 years, saw that there are a large number of marketing methods that are inferior and inconsistent in appearance in the original cut steak market, such as using meat from inferior production areas as meat from high-quality production areas, using grass-fed meat as grain-fed meat, and exchanging civet cats with similar looks for princes, and so on.

In the endless stream of marketing words, what was originally only the "original cut" of the industry standard threshold has become a shield for some businesses to earn improper benefits. Some merchants have been advocating that their original cut steaks use GB2707-2016 standard, but the full name of this national standard is "National Food Safety Standard for Fresh (Frozen) Livestock and Poultry Products", which only defines this piece of meat as: live livestock (pigs, cows, sheep, rabbits, etc.) and poultry (chickens, ducks, geese, etc.) after slaughter and processing, in ≤ Meat frozen at -18℃. It can’t prove that this piece of meat was cut from the designated part, and the merchants still have a lot of room to play the ball.

However, the national standard GB/T 17238-2022 is implemented for the original cut steak in Natural Island. This standard specifies the product types of fresh and frozen cut beef, and defines the carcass, bisector, tetrad and cut beef parts. Compared with the standard GB2707-2016, the beef produced under this national standard is more accurate and strict. What parts are indicated in the product information must be.

It is precisely because the natural continent brand does not want to do the bad business behavior of selling inferior beef steaks in the name of "original cutting" that such behavior hurts not only consumers, but also the reputation of the whole industry.

"Advertising marketing can be used in various industries, but beef should not be marketed." Mr. Shi Haipeng saw the chaos in the original-cut steak industry, and he was determined to make a healthy, reliable and more balanced original-cut steak. He led the founding team to visit the world’s major beef producing areas, traveled through North America, South America, Europe and Australia, and finally found satisfactory natural valley-fed beef in France, Ireland and New Zealand.

In the information received by mass consumers, there are only two kinds of feeding methods for steak: grass feeding and grain feeding, but these two feeding methods are not optimal. Simple grass feeding, due to the lack of other nutrients intake, as well as excessive stocking, its meat will be old and firewood, not to mention children eating, adults may not be able to bite; In fact, simple grain feeding mostly relies on violent fattening and composting. For example, in the action of imprisoning cattle, they must eat the grain in front of them before they can move. What’s more, they directly open holes in their bellies and fill them with grain for composting.

However, the natural grain feeding method puts the physiological and psychological health of cattle in the first place, without excessive manual intervention and factory feeding. Mr. Shi Haipeng, who has been in contact with the cattle industry for 10 years, knows very well that cattle is a very delicate animal. Only when its growth environment, mood and physical condition reach high standards, beef will be tender and delicious. The feeding method of natural grain feeding is to restore the grazing nature of cattle, based on more high-quality juicy grass, with scientific grain ratio, and at the same time give cattle sufficient natural pasture space, thus creating more delicious and tender beef.

Respect for nature, respect for the environment and respect for the psychological and physiological health of animals are the basic conditions for producing high-quality and good beef fed by natural grain. One of the key conditions of natural grain-fed beef is not to use hormones and antibiotics. Cows, like people, are easy to infect each other among cattle once they get sick. Once infected, they have to be treated with drugs containing antibiotics. However, because of its superior and broad natural growth environment and scientific grass-valley feeding, the health of cattle is strongly guaranteed. Even if there are sick cows, they will be screened out immediately and will not flow into the table of consumers, so that consumers can truly feel at ease and peace of mind.

Authentic ingredients, natural taste. This is the brand slogan laid by Natural Island brand at the beginning of its establishment, and finding beef fed from natural valley is the first step for Natural Island to serve high-quality food and pursue customers. The pasture fed by natural grain is the natural continent. I believe that in the near future, more and more consumers will recognize and participate in the selection and promotion of natural and healthy ingredients, and Nature Island also hopes to let more consumers in China eat better beef.