A story that unfolds from the fertile pastures of New Zealand’s most remote family farms and committed to the co-operative spirit of Alliance — New Zealand’s only 100% farmer-owned red meat co-operative.
Pure South was born 75 years ago, in the hands of pioneers who cared for the land and the livestock that grazed upon it.
These visionary farmers shared a dream: to take the produce of New Zealand’s farms the finest lamb, mutton, beef, and venison to tables across the world. To do this, they forged a path defined by unity, innovation, and an unwavering commitment to excellence.
Guided by the wisdom of the past and the promise of the future, they embarked on a journey to cultivate world-class breeding programmes, invested in cutting edge research and developed innovative butchery techniques.
Through it all, they carried the timeless values of hard work, respect for nature, and a shared destiny as guardians of the land.
Our meat is grass-fed, as nature intended, nourished by the rain and enriched by the sun. It’s a story of regenerative agriculture, which sees us giving back to the land more than we take, ensuring its fertility for future generations.
We hold ourselves accountable to the highest standards of animal welfare and environmental sustainability.
We know the trust you place in us when you choose Pure South, and we don’t take it lightly. Every cut of our meat is traceable back to its source, a testament to our meticulous production values, and our dedication to producing food that is not just healthy and safe, but ethically sourced and sustainably produced.
In a world where consumers are becoming increasingly conscious of the origins of their food, Pure South stands as a beacon of transparency and integrity.
We believe that you have a right to know how your food is produced, and we’re proud to share our story of ethical farming practices, a story steeped in the timeless traditions of our family farms.
Pure South is not just our brand, it’s our promise — a promise of world-class red meat, sustainably farmed, ethically sourced, and delivered from our family farms to your table.
This is the Pure South legacy — a testament to the power of unity, the promise of sustainability, and the timeless spirit of our land. It is our past, our present, and our future. It is a promise, from our family to yours.
Meat Eating Experience
The Proof is in the Eating
At Pure South, we know that our global consumers seek a great meat eating experience every time. Meat that is tender, succulent and full of flavour; meat that is rich in natural nutrition; meat that has been grown with care and expertise by farmers who are committed to high animal wellbeing.
We believe you can taste all of that goodness, that the layers of craftsmanship that underpin this care and quality result in a premium meat eating experience.
Using world leading AI digital technology, we now independently assess this quality in real time to enable consistent quality selection of cuts. Delivering a premium Pure South meat eating experience every time. Our digital technology assesses intramuscular fat (IMF). IMF is a key driver of tenderness, juiciness, and flavour. The proof is in the eating.
Explore our range
Pure South
grass-fed beef
Pure South
grass-fed lamb
Pure South
grass-fed venison
Tender meat with fresh and bright flavours. Extraordinarily juicy with a mild grass-fed flavour from the environment and climate.
Grass-fed meat at its best, flavoured with aromatic woody herbs and subtle hints of savoury earthiness.
Tender, lean and juicy with deep rich flavours. Conveys depth and balance with natural saltiness and hints of organic mineral flavour.
Explore our range
Pure South
grass-fed beef
Tender meat with fresh and bright flavours. Extraordinarily juicy with a mild grass-fed flavour from the environment and climate.
Pure South
grass-fed lamb
Grass-fed meat at its best, flavoured with aromatic woody herbs and subtle hints of savoury earthiness.
Pure South
grass-fed venison
Tender, lean and juicy with deep rich flavours. Conveys depth and balance with natural saltiness and hints of organic mineral flavour.
