Meet Peter Watson the farmer behind your purchase. 

Peter was born on King Island, as was his father and grandmother. He, his wife and his children all grew up here. The island is something Peter feels a very close connection to, the only place he has ever called home.

His family have lived on his farm for three generations and he hopes it will stay in his family forever. He walks around the farm reminiscing sometimes, remembering back to when he was 8 or 9 years old, and thinks it would be nice for his kids to have the same experience when they get older.

Peter believes that on King Island, community is very important. Generally, everyone pitches in to help if anyone is undergoing any hardship. It’s a safe place to raise kids and has perfect conditions for producing and fattening cattle – the place is clean and green all year round.

Peter really values his relationship with JBS. Getting their feedback helps him a lot when it comes to treating cattle. And Boyd Hoare, the JBS Livestock buyer on King Island, is always willing to lend a hand. He helps Peter load his cattle, and even drives a truck for him if needed. Peter appreciates the fact Boyd goes above and beyond what you would normally expect.

In 2018, Peter won an award as JBS Producer of the Year for the Southern Australia region. Peter puts it down to following the JBS Farm Assurance guidelines.

Peter ‘You’re trying to do a good job so why would you go outside of the JBS parameters and not do it properly. It’s much better if you’re doing it the JBS way –collaboration, sharing of knowledge, training and insights – it leads to getting you a better result.’ Peter Watson

The livestock producers are a critical partner in the King Island Beef brand. In line with the laws of Tasmania, the use of added hormones (also known as HGPs) and genetically modified organisms (GMOs) is strictly prohibited on King Island, so consumers around the world should feel confident when they enjoy King Island Beef it is as nature intended – all natural.

But the farmers for King Island Beef go one further – they are JBS Australia Farm Assured, which means they have successfully passed a 3rd party audit to further ensure a consistent quality of product and the highest standards of animal welfare are maintained.