Farmers Club Seeks To Help Consumers Save Money By Supplying Meat Directly To Consumers. Farmers Club is a proudly South African free range beef brand by Livestock Wealth that enables people to invest and own organic, free range grass-fed oxen as they grow on a farm. When fully grown, they are supplied directly to the consumer as beef. Its monthly subscription model connects customers directly to the farmers, helping them to produce just enough for them and other members of the Farmers Club. It is the only meat merchant that can pinpoint the farm where the beef was grown on and what the cow looked like. This results in free-range beef that can be traced from the fork back to the farm.
Livestock Wealth announced the launch of its newest innovation, the Farmers Club Meat Box. It contains quality Grass beef, coming directly from the farm, to the customer at a slice of the price compared to anywhere else. It now sells the same meat it usually sells to South Africa’s leading retailers, directly to the public on a monthly subscription. Its mission as Livestock Wealth is to create win-win partnerships between farmers, investors and now-the consumers.
“Traditional retailers throw away a lot of unsold meat; this causes them to increase their prices to cover the losses. By buying directly from the farmer, you remove the middle man and the cost of food waste, which saves you money.” Ntuthuko Shezi, Founder and Chief Executive Officer at Livestock Wealth said on the company’s website.
It started operating in Gauteng due to its smaller geographic size and it is working on plans to open up in Durban and Cape Town in the first quarter of 2021. The development of Grass beef has been in the works since 2017 when it won the grand prize of R1.3 million at the SAB Foundation Social Innovation Awards. Since then it has been featured in a TED Talk called “This crowd-farming stock market has legs” which has garnered over 9000 views on YouTube. It also started to supply major retailers and has been a significant producer of free range meat in South Africa.
Livestock Wealth pioneered the concept of crowd-farming when it launched in October 2015, enabling anyone to be a farmer through owning real assets as they grow on a farm. Its vision is to create a world with no inequality. It has helped thousands of people to invest in tangible, growing assets at a click of a button and now has almost R100million in assets under management across different products such as pregnant cows, free range oxen, organic garden tunnels and macadamia trees. The addition of the Farmers Club Meat Box is the icing in the cake that completes the cycle of investors owning a cow as it grows in a farmer’s care and eventually selling the meat to consumers via the monthly subscription service.
