For Ja! Natürlich, animal welfare begins with how animals are kept. Demand for organic beef grew by 31% between 2020 and 2024. By expanding its range of pasture-raised beef, Ja! Natürlich is underlining its commitment to combining the highest organic quality with the highest animal welfare standards and authentic taste. Both the organic WeideJUNGrind and the organic WeideGENUSSrind come from animals that have access to the outdoors all year round, live in social herds and are fed exclusively with grassland-based organic feed. Tethered housing is categorically ruled out at Ja! Natürlich. Only at Ja! Natürlich are cattle allowed to move freely around the clock, all year round. They enjoy access to the outdoors 365 days a year and can choose for themselves whether to stay outside or in the shaded barn.
Small-scale presentation – with great taste
Organic pasture-raised beef is the perfect complement to organic pasture-raised veal. While pasture-raised veal is ideal when you need something quick – lean, tender and finely grained – pasture-raised beef scores points with its more intense beef flavour and firmer texture.
The new range was recently tasted in an exclusive setting at &flora together with award-winning chef Parvin Razavi. Her creative interpretation impressively demonstrated how the highest organic quality can be combined with culinary finesse and contrasted the two quality programmes. For each course, the two quality programmes offered two completely different taste experiences, which were directly contrasted in very different dishes, allowing for an optimal comparison.
‘Our pasture-raised beef range impressively demonstrates how animal welfare, organic quality and genuine enjoyment can be combined. For us at Ja! Natürlich, quality does not begin with the preparation of food, but with the respectful treatment of animals and nature,’ says Ja! Natürlich Managing Director Klaudia Atzmüller.
Two cattle quality programmes, one principle: animal welfare at the highest organic level
Organic pasture JUNGrind
Raised in herds with their mothers, maximum age 12 months. The fine-grained meat is particularly tender and mild in flavour – ideal for fine cuts and gentle preparation. With the exception of minute steaks and minced meat, Bio-WeideJUNGrind is available exclusively at the service counter at BILLA, BILLA Plus, Adeg and Sutterlüty.
Organic pasture-raised beef
The animals live in herds for two to three years in species-appropriate pasture farming conditions. The meat is more robust, with fine marbling and a more intense flavour. Its structure makes it ideal for braising, grilling and roasting. ‘For us, good meat is a question of attitude – and that starts with how the animals are raised,’ says Andreas Steidl, managing director of Ja! Natürlich. ‘Our organic farmers throughout Austria use small-scale farming, time and care to achieve a quality that you can taste.’ Bio-WeideGENUSSrind is available in the self-service section at BILLA, BILLA Plus, Adeg and Sutterlüty.
The Ja! Natürlich pasture-raised beef range
All Ja! Natürlich organic cattle are fed exclusively on grass, hay and silage – no soya, no concentrated feed. Extensive grazing on local organic land creates habitats for countless animal and plant species. In this way, the Ja! Natürlich cattle quality programmes also contribute to biodiversity.
