THE North Australian Pastoral Company launched its premium Five Founders beef brand at a special event in Brisbane on Thursday.
Held at the upmarket Stokehouse Q restaurant at South Bank, the launch represents the first carbon neutral beef brand in Australia.
NAPCo chief executive officer Phil Cummins said the Five Founders launch marked a pivotal moment in the 142 year old company's commitment towards sustainability, environmental responsibility, and conscious consumption.
"Foodies are becoming increasingly conscious of what they are dishing up, especially among younger generations such as millennials," Mr Cummins said.
"Not only do they want an excellent eating experience, but one that respects the affinity for sustainability and animal care.
"We launched Five Founders to meet the demand of the mindful meat-lover and instill confidence in consumers that they can reduce the environmental impact of their dietary choices while enjoying a delicious steak
"There is no denying that meat production has a heavy impact of the environment, so we are proactively seeking ways to invest in the planet and carbon neutrality is the first step towards our long term plan."
The carbon conscious cuts are available at a number of Brisbane restaurants including Stokehouse Q, The Norman Hotel, Post Office Hotel, GOMA Restaurant, Fantauzzo and is being stocking by a number of leading butchers.