"Noble Meat, from Healthy Soil"

Grutto is on a mission to transform the meat industry - our vision is a healthy, sustainable and waste-free meat sector, providing quality, grass-fed meat direct from the farmer - in contrast to the hormone-pumped factory-farmed mass meat industry that has become so prevalent today.

Manifesto

Transparency

All of our meat is fully traceable, either by the batch number, or often right back to the very animal it came from - made possible by the unique ear tag number. Consumers have a right to know where their meat comes from, and we take that responsibility very seriously, so that consumers can make an informed decision when buying meat.

Zero-waste

Given all the challenges of a growing world population, it is unethical to continue to waste food in the way that we do. Not only is there waste from people buying food and then throwing it away (approximately 40kg per person per year), but there is also waste within the meat industry, when parts of the slaughtered animal are not used. This is why we only sell meat “nose-to-tail”, ensuring that everything gets used and nothing goes to waste.

Animal Welfare

Eating meat involves killing animals, and while some people find that difficult, we believe that eating meat is part of the natural food cycle in which animals play an important part. However, it’s important to us that the meat we eat comes from animals that have enjoyed a high quality of life and have been slaughtered humanely, without any stress. We personally check every farm and farmer that we work with to ensure that these standards are adhered to.

Transition

We don’t see farmers merely as food producers, but also as important players in managing the land for the rest of the population. This is why we help farmers to transition to sustainable & regenerative farming practices, working to ensure the natural fertility and richness of our soil and restoring biodiversity to our environment.

Noble Meat

Before the rise of the mass meat industry, meat was considered to be a luxury product that was appreciated and enjoyed on special occasions. We believe that meat from our animals deserves this respect. None of our animals are treated with any hormones or preventative antibiotics, and are allowed to grow at the healthy rate that nature intended, resulting in high quality and nutritious meat that is the healthiest and tastiest it can be.