Jenny and Paul O'Sullivan run a 680 hectare cattle and sheep farm in Gippsland's Tarwin Lower.
But they see their role as more than rearing livestock.
“To produce an exceptional meal it's not just the cooking," says Jenny. “It starts with the genetics and goes the whole way through the herd management and health.”
The O'Sullivans supply Gippsland Natural with their beef, but also run Gippsland Food Adventures. “We realised many consumers have lost touch with where their food comes from and had not visited a farm,” Jenny explains. “We want to educate people about livestock from conception to consumption as well as highlighting Gippsland as being a destination for food lovers."
"We explain about breeding and the difference between a lamb and a hogget, the shearing process and where different cuts of meat come from," Paul added.
The O'Sullivans run 2500 first-cross ewes as well as 400 Poll Hereford and composite cows on 690 hectares. Cows calve mid-September with finished steers – up to 100 a year - sold to Gippsland Natural, aiming for steers at about a 450-500kg weight range.
Cattle are rotationally grazed, about every three days in winter and weekly in spring.
The O'Sullivans have plenty of green grass, adding, “We are lucky enough to usually get green grass in 10 out of 12 months.”
Jenny played a key role in the establishment of the original Gippsbeef cooperative. Later she was one of the key initiators of the Gippsland Natural Brand and one of the key developers of the Enviromeat EMS system which is used the underpin the ethical and sustainability claims of Gippsland Natural.