Sponsored by Chalmar Beef
Chalmar Beef has a rich history. Through hard work, a passion for cattle and an entrepreneurial spirit, Chalmar Beef has grown to become one of the most trusted and sought-after beef for restaurateurs, premium butchers and chefs throughout South Africa. Here are 6 things everyone should know about the brand.
From small and humble beginnings when it registered in 1969, Chalmar Beef has grown year by year. The future, under the mantel of a great second generation, looks set to reflect the successes of the past.
Chalmar Beef is able to track every animal harvested back to the point of purchase, as well as the animals’ health history throughout the production process, and can house up to 10 000 cattle on pasture.
All young calves under 200kg go onto pasture and are pasture reared for three to five months before entering the feedlot. These calves receive supplemental feeding, which contains the nutrients required to build a healthy and strong immune system.
The supply of cattle to feedlots is very seasonal in South Africa, which leads to shortages of beef during certain times. By rearing young cattle on pasture, Chalmar Beef ensures a consistent supply throughout the year.
Chalmar Beef has great colour, grain and fantastic marbling (the fat found within a cut of meat and between the muscle fibres themselves). It delivers a beefy flavour and unbeatable texture thanks to its firm and tender muscle. There’s minimal shrinkage in the cooking process, and it has an excellent shelf life.
Understanding the level of competition in the beef industry and having invested a lot of time and money into ensuring the brand remains competitive, Chalmar Beef celebrates various successes.
One of these is the online shopping rewards programme, Beef Bucks, which is the first of its kind in the industry. Earning Beef Bucks is easy: Log onto www.chalmarbeef.co.za, register your account, and immediately receive 500 Beef Bucks to get you going. For every R1 spent you will earn a percentage in Beef Bucks to accumulate towards your next purchase.
The core philosophy at Chalmar Beef is to continue to produce a top-quality product without compromising the customer’s enjoyment of the delicious beef at the end of the day.
As Chalmar Beef celebrates its 47th year of doing business, the brand looks forward to its new ventures and the investment in more land to expand its cattle operation.