WHY OPENVELD?
Exceptional meat starts long before it reaches your plate.
At OpenVeld, we believe the quality of meat is determined by how animals are raised, how farmers care for their land, and the standards maintained throughout the journey from farm to pack.
The result is premium free-range meat with proven provenance, exceptional consistency and a standard we proudly stand behind.
Accreditation
Accredited by the Grass Fed Association of South Africa (GFASA).
Every claim we make is backed by independent, third-party accreditation — not self-certification. GFASA accreditation means our farms and our supply chain have been audited against a documented protocol, and re-verified on an ongoing basis.
The OpenVeld Standard —
what "Free Range" actually means
A note on terminology
Our animals are certified under GFASA's Free Range protocol — not the Grass Fed protocol. We describe them as "grass raised" rather than "grass fed", because our animals are reared exclusively on veld (natural grazing land) from birth to culling, and are never put through a feedlot.
Our definitions
FREE RANGE (the protocol we are certified under): the animal has, from birth up to culling, roamed freely on the farmer's land — without permanent restriction or being penned.
GRASS RAISED (how we describe our animals): our animals are raised entirely on veld — natural grazing pasture — from birth to culling, and are never confined to or finished in a feedlot.
Our animal welfare commitments
All our livestock is farmed in line with GFASA's core principles, which are built on the internationally recognised Five Freedoms of animal welfare. Every animal is:
- Humanely reared — treated with care and respect throughout its life
- Proactively protected against disease, and internal and external parasites
- Raised in a free-ranging system — with the space to move and behave naturally, and never confined to a feedlot
- Grazed on veld — natural grazing pasture, from birth to culling
- Supplemented only where needed — to ensure optimal growth and health
- Free of growth-enhancing drugs — no hormones, growth stimulants, ionophores, routine antibiotics or beta antagonists
- Farmed sustainably — in a way that protects and contributes to the natural environment
- Traded fairly — at a price that's fair to the farmer and offers quality and value to the consumer
The Five Freedoms (the internationally recognised welfare standard)
Our approach reflects the globally recognised Five Freedoms framework for animal welfare:
Freedom from hunger and thirst — ready access to water and a diet that maintains full health and vigour
Freedom from discomfort — an appropriate living environment
Freedom from pain, injury or disease — through prevention, and rapid diagnosis and treatment
Freedom to express normal behaviour — sufficient space, proper facilities, and the company of the animal's own kind
Freedom from fear and distress — conditions and treatment that avoid mental suffering
Traceability
- Approved farmer network
- Individual animal identification
- Farm of origin
- Full traceability from farm to fork
Traceability & verification
Every animal's journey is independently audited and verified:
- Farmers are audited annually by SAMIC and undergo GFASA Strategy Review Audits
- Abattoirs, deboners, butcheries, and everyone else in the value chain are routinely audited
- Meat may only carry the GFASA seal after successfully passing audit and peer review
- Every pack is traceable back to the farm it came from
Regenerative Farming
Regenerative agriculture is an important strategic focus for OpenVeld. Many of our partner farms already implement regenerative principles as part of how they farm.
Focus areas include:
- Soil health
- Grazing management
- Biodiversity
- Long-term ecosystem resilience
Why OpenVeld Is Different
- Free Range & Veld Raised
- Ethical farming practices
- No routine antibiotics or growth hormones
- Fully traceable from farm to fork
- Independently audited and accredited by the Grass Fed Association of South Africa
- Slower-grown cattle — not feedlot produced
- Less than 5% of South African beef is truly Free Range
- Sourced from trusted South African farmers
- Natural grass-based diets
- Richer flavour and more natural taste
HEALTHY VELD.
HEALTHY ANIMALS.
BETTER FOOD.
We believe exceptional meat begins with healthy animals and healthy land.
Healthy veld supports healthy animals. Healthy animals produce exceptional meat.
TRUSTED BY HOMES, RETAILERS & CHEFS
OpenVeld supplies premium free-range meat to consumers, retailers, restaurants and foodservice partners across South Africa.