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Luxury protein website Urban Meat Co launched

Oscar Rousseau

By Oscar Rousseau+

20-Dec-2016
Last updated on 20-Dec-2016 at 13:41 GMT2016-12-20T13:41:55Z

Urban Meat Co appears to be targeting Australia's high-end, luxury-seeking consumers
Urban Meat Co appears to be targeting Australia's high-end, luxury-seeking consumers

A new website selling restaurant-quality meat has been launched by an entrepreneur from Australia’s capital city, Canberra.

Urban Meat Co is the newly-launched e-commerce outfit that will, in its own words, deliver a “beautifully-curated selection of premium Australian meat directly to your door”.

The website was launched by former chef Pat Madden, according to the the Canberra Times .

A website was launched last week and it is the only site in the city that exclusively delivers meat from leading wholesalers and producers direct to consumers. While logistics only covers Australia’s capital Canberra, the company has confirmed it is examining options to expand the service to Victoria – Australia’s most densely populated region and home to Melbourne - and Sydney.

Quality delivery

The business only operates delivery three times a week in Canberra.

Urban Meat Co has partnered with Bayldon Meats, who will oversee packaging and delivery. Bayldon operates a fleet of food-approved refrigerated transport vehicles and also has, what Urban Meat Co calls, a “state of the art” HACCP (hazard analysis and critical control points) packing facility.

All meat packaging is made with environmentally sustainable materials. The meat boxes are insulated with a gel pack that keeps the meats cool in warm temperatures for up to four hours. The packs are also reusable, so consumers essentially get a free ice pack with every purchase.

All the steaks sold by Urban Meat Co are individually vacuum packed, but they’re not cheap. The dearest box will cost consumers AUD $189.00 ($137) for four 600 gram (g) dry aged steaks, produced by Rangers Valley. The least expensive steak: a four-pack of 400g dry aged bisteccas, produced by Great Southern, retailing at AUD $112.00 ($81).

Urban Meat Co also sources meat from Australian producers Cape Grim and O’Conner.

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