Some delicious WA beef was served at the launch, reinforcing the view that the state produces some of the best grass and grain fed beef in the world – a reputation on which Harvey Beef wants to capitalise.

It says the fresh brand mirrors the changes taking place at the company.

The processor has recently created a new management team and, in addition to the new brand, is now keen to increase sales of its product to domestic and overseas markets.

Harvey Beef chief executive officer Michael Rapattoni said he believed it was a very exciting time for the 89-year-old company.

“While we can reflect on and respect what has happened in the past, it is the future I am most excited about,” Mr Rapattoni said.

“The last 12 months has seen many changes within Harvey Beef in terms of the management, staff and at the plant itself.

“We are also changing the way we do business with producers.

“These changes have been necessary to ensure that our business and the businesses we deal with have a bright future.”