Paddock to plate is a food marketing concept often thrown around, however agtech start-up Provenir uses the phrase a bit more literally.
Aiming to eliminate the live transport of cattle, Provenir is effectively an abattoir on wheels, allowing for on route butchering, sales and distribution.
Now looking to turn a concept into reality, last month the company kicked off a crowdfunding campaign reaching its initial target of $33,000 within two weeks.
The campaign saw more than 100 supporters pledge to purchase the first wave of Provenir's on-farm processed meat packs, which are expected to be delivered by they end of July 2019.
Read more: Pitch to process cattle on wheels
Provenir co-founder and chief marketing officer Jayne Newgreen said the use of crowdfunding was part of the companies business plan, not a marketing gimmick.
"Securing pre-purchase of our Meat Packs ensures the business viability in the crucial first few months," she said.
"Whilst our supporters have been vocal and numerous during development stages of our business, it is vital that we translate this support into customers upon the launch of Provenir."
Provenir co-founder and CEO Chris Balazs said Provenir's high welfare meat supporters will receive products that have full traceability and true provenance.
Read more: Mobile slaughterhouse attracts funding
"We understand that for today's consumer, knowing the provenance of their food, how it was produced, and whether it meets their personal values, is imperative to their purchasing decision," he said.
"This has been clearly demonstrated in the interest and support that the crowdfunding campaign has received."
Mr Balazs said Provenir believes that eliminating the stress associated with live transport to a large fixed abattoir will improve meat quality for the consumer.
Provenir co-founder Phil Larwill, who is also a qualified veterinarian and meat inspector, said he believed Provenir had a positive effect on meat quality.
"Less stress means less adrenalin and cortisol produced, and thus more retained glycogen stores in the meat, leading to better meat quality," he said.
"By respecting the life of the animal and the work farmers put into raising top quality livestock, coupled with its on-farm process and artisan butchery techniques, Provenir is able to ensure the quality of the meat is retained and maximised throughout the whole process, from the farm to fork."
Provenir's crowdfunding is still open at Pozible.
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