TOPIC (Testing of Products Initiated by Consumers) is a consumer-driven organisation supported by both consumers and retailers dedicated to transparency. We employ rigorous laboratory testing, conduct farm and factory visits where possible, and utilise any necessary methods to ensure the accuracy of label claims.
At the end of March 2024, the TOPIC team embarked on its fifteenth investigation, this time to determine if Woolworths’ Free Range Beef products credibly meet free-range standards.
Why Woolworths?
Since 2015, consumers have nominated various Woolworths’ free range meat products, including lean mince, extra lean mince and other free range meats, questioning whether these products are truly free range, antibiotic-free, growth hormone-free and grass-fed. The predominant concern has been the authenticity of their free range claims.
Some of these nominations by consumers date back several years and we note that as of March 2024, Woolworths was no longer labelling its beef products as “grass-fed”. The only mention of “grass-fed” remaining is a heading to a short article on Woolworths website called: Need to know: Grass-fed free range beef.
All Woolworths free range beef products – steaks, frikkadels, hamburgers, mince – claim that they have “no routine antibiotics or growth stimulants”, and some labels additionally claim “100% free range beef” or “free to roam”.
What is the definition of ‘free range’ beef in South Africa?
Remarkably, in 2025 South Africa still does not have specific legislation clearly defining the term “free range” when applied to beef.
In the absence of any legislation, if a supplier wishes to use the term “free range”, they are required to register a protocol with the Department of Agriculture from which they also get approval. The Department of Agriculture appoints assignees to inspect compliance with these protocols and verify these inspections. The South African Meat Industry Company (SAMIC) is the assignee in South Africa, and the Namibia Meat Industry Company (NAMIC) is the equivalent in Namibia. Woolworths sources their free range beef from both countries.
SAMIC is a non-profit company established for the benefit of the red meat industry, and is collectively owned by the thirteen members of the Red Meat Industry Forum (RMIF). SAMIC primarily acts as an assignee of the Department of Agriculture under the 1990 Agricultural Product Standards Act and is responsible for independently verifying the standards of meat classification and quality indication marks at the vast majority of abattoirs and trade outlets in South Africa.
SAMIC responded to our enquiry and referred us to the Department of Agriculture, Land Reform and Rural Development (DALRRD) for feedback. Despite numerous requests we received no response from DALRRD.
The SAMIC website lists some of the verified suppliers’ protocols. One such protocol is from the GrassFed Association of South Africa (GFASA) whose definition of free range meat is: “An animal has from birth leading up to culling roamed freely on a farmer’s land without permanent restriction or being penned.” This “serves as the national minimum standard” for GFASA’s free range meat production and certification in South Africa.
GrassFed Association of South Africa free range and grass fed definitions
GFASA elaborates further, stating that animals must be free of administered growth-enhancing drugs, including ionophores, hormones, growth stimulants, routine antibiotics and beta antagonists. Special attention is given to the farm plan, origin of stock traceability, confinement, grazing, supplementation and traceability documentation from the farm to the abattoir. At the time of slaughter, the protocol addresses the humane treatment of animals during the slaughtering process and abattoir standards.
GrassFed Association of South Africa’s guiding protocols for free range beef farming
Upon investigation, it appears that this process is the global norm. While only free range poultry globally has strict regulations similar to those in South Africa, compliance with free range beef standards in regions such as the United States, the European Union and Australia typically involves the registration of protocols, inspection by third-party certifiers, and verification.
The South African beef industry
South African beef is predominantly supplied by the feedlot industry, which produces most of the beef consumed in the country. A feedlot is a type of confined animal feeding operation utilised in intensive farming to rapidly raise livestock by providing them with a high-energy diet in a restricted area. To meet the demands for rapid growth and high performance, feedlot beef production relies on various chemicals and additives designed to accelerate growth, enhance feed efficiency and prevent disease.
Commonly used substances include growth promotants such as synthetic and natural hormones, beta-agonists and sub-therapeutic antibiotics, as well as feed additives like ionophores and buffers. Chemical residues may persist despite withdrawal periods intended to allow the substances to clear from the animal’s system before slaughter. The South African feedlot industry raises around 2.6-million cattle annually, estimated at about 1.2-million tons of beef per year.
The main reason leading consumers to buy free range beef is to be able to consume “chemical free” meat. In contrast to feedlots, free range farming allows livestock to graze on open pastures, promoting natural growth and minimising confinement, making it a lengthier and more expensive process.
According to GFASA’s Andrew Ardington:
“In South Africa there are two herds, commercial and communal. Of the commercial herd, the vast majority go through the feedlot system. There are also lots of small private feedlots. The number of free range animals going through SAMIC is small.”
Despite its dominance, the feedlot industry faces challenges such as volatile feed prices, environmental sustainability concerns, and the need to address diverse consumer preferences, including the increasing demand for ethically produced, chemical-free and sustainable beef.
Why are consumers choosing free range beef?
Many consumers choose free range as it is produced without the use of hormones, antibiotics and genetically modified feed, making it a healthier choice. Additionally, free range meat is often considered to have higher nutritional value, containing more nutrients and protein compared to meat from animals confined to feeding on grain.
Research conducted by Newcastle University found that beef from cattle fed exclusively on pasture had a healthier ratio of omega-6 to omega-3 fatty acids, with a ratio of 2:1 compared to the 7:1 ratio found in grain-fed beef. A balanced intake of omega-6 and omega-3 fatty acids is healthier (an excess of omega-6 can promote inflammation, disrupt cell function and hinder hormone balance).
Numerous other studies have highlighted the benefits of free range beef, emphasising its positive impacts on health, animal welfare and the environment. Research published in the British Journal of Nutrition indicated that free range lamb has higher levels of antioxidants, such as vitamin E, which can help protect cells from damage.
A 2021 study by Frontiers in Sustainable Food Systems found that when livestock are eating a diverse array of plants on pasture, additional health-promoting phytonutrients such as terpenoids, phenols, carotenoids and antioxidants become concentrated in their meat and milk. Several phytochemicals found in grass-fed meat and milk are in quantities comparable to those found in plant foods known to have anti-inflammatory, anti-carcinogenic and cardioprotective effects.
A study on cattle behaviour and welfare from the University of Melbourne showed that free range systems allow cattle to exhibit natural behaviours, leading to better physical health and reduced stress levels compared to animals raised in confined feedlots. Overall, the study supports the notion that free range beef often has superior quality and nutritional benefits compared to beef from feedlot systems, reflecting the advantages of natural grazing over intensive feeding practices.
Collectively, these studies underscore the reasons why consumers opt for free range meat products as they may contribute to healthier diets, better animal welfare, and more sustainable farming practices with a lower carbon footprint, reducing the impact on the planet. Lastly, the superior taste and quality of free range beef, attributed to the animals’ natural diet and stress-free environment, make it a preferred choice for those seeking a premium meat experience.
The difference in price between free range and conventional beef can be significant, often attributed to the longer time required for free range cattle to reach maturity and the added costs associated with more humane, antibiotic- and hormone-free practices. Prices for free range beef can range from 20% to 50% higher compared to feedlot beef, depending on the specific cut and retailer. For instance, while feedlot beef might be priced at around R150 to R200 per kilogram for popular cuts like sirloin or ribeye, free-range beef could cost between R180 to R300 per kilogram.
Engaging with Woolworths
Our initial letter to Woolworths was sent on 26 March 2024, asking if they could provide us with copies of any documentation supporting or confirming their “free range” and “no routine antibiotics or growth stimulants” claims. We also enquired why Woolworths had dropped the “grass fed” statement from their labels.
Woolworths sent a response letter on 3 April 2024 from their Woolworths Food: Chief Technology and Sustainability Officer, Latiefa Behardien. She stated the importance of animal welfare to the retailer, as well as integrity and accuracy with label claims.
Woolworths’ primary response letter to TOPIC
Behardien added:
“Our free range beef is sourced from South Africa and Namibia. Our beef is only reared on pastures and veldt, and they never spend time in feedlots or on permanent grain-based diets.
“Currently, South African legislation, as regulated by the Department of Agriculture, Land Reform and Rural Development (DALRRD), only provides requirements for free range egg and free range poultry production. There are no legislated requirements for free range lamb and beef. In the absence of this legislation, as a retailer in the industry, we are required to register a free range protocol (or Trademark) with DALRRD.
“These protocols or standards are not publicly accessible because the content is our intellectual property. However, our protocols have been developed and refined over many years, and are a reflection of our dedication to quality and animal welfare. They are also assessed and benchmarked against other international standards by the FAI (Food Animal Initiative) who partner with corporations to deliver positive change to animal-based production systems. These protocols and standards are vetted by the local regulator, DALRRD.
“DALRRD appoints assignees who inspect compliance with these registered protocols. DALRRD also verifies these inspections. The South African Meat Industry Company (SAMIC) is the assignee in South Africa, and the Namibia Meat Industry Company (NAMIC) is the equivalent in Namibia.
“In addition to these regulatory audits,
• our beef farmers provide written declarations when delivering cattle to the abattoir, guaranteeing that they comply with the Woolworths free range protocol; and
• both the Woolworths team and our suppliers visit our cattle farms to verify that our free range requirements are met.
“Our free range cattle roam freely on pastures and natural veldt, and are never confined. They are never given routine antibiotics, and are never given growth stimulants – both these claims are part of our protocols and are audited by SAMIC. We also have an extensive random and independent residue-testing program where we test our beef regularly to verify the absence of antibiotics and growth stimulants.
“Because our free range cattle roam freely on pastures and graze on natural veldt; they are grass fed. Some of our cattle are adversely affected by drought conditions and varying climates from time to time. Under these conditions, we might supplement the typical diets of impacted cattle with minerals, vitamins, energy concentrates, or supplements that may contain some grains, for the wellbeing of the animal. These supplements never replace their natural feed, and the levels of intake are strictly monitored and independently audited. The use of supplements is allowed in beef production where the grass is not nutritious enough. For these reasons, we do not include “grass fed” in our labelling.”
Additional comments from Woolworths
In August, we asked Woolworths further questions about SAMIC’s farm visits, animal feed, antibiotics and their protocols. We received the following feedback from Rachel Alberts at the Woolworths Press Office:
“As mentioned, SAMIC is the DALRRD assignee responsible for inspecting our registered protocols and verifying compliance. On an annual basis, SAMIC inspects at least 10% of the farms on a rotational basis.
Our free range beef is only reared on pastures and veldt, and they never spend time in feedlots or on permanent grain-based diets. However, if and when our cattle are adversely affected by drought conditions, we might supplement their diets. There is no set maximum time period, as it depends on environmental conditions. In these instances, when environmental circumstances necessitate that free range animals no longer receive their main source of nutrition from grass, pastures, or natural veld, Woolworths must be notified by the farmers, and agree to supplementation. Feeding free range animal’s supplemental grains is an animal welfare consideration to prevent animals from suffering potential hunger. We have no specific requirements regarding the use of GMO grains in supplemental feed, when used in drought situations to prevent hunger.
Our free range cattle roam freely on pastures and natural veldt, and are never confined. The exact size of the areas they roam depends on the carrying capacity of the land, which is determined by the time of the year, location of the farm, and types of grass or pastures.
Our cattle are never given routine antibiotics, and are never given growth stimulants – both of these claims are part of our protocols and are audited by SAMIC. Antibiotics are only used in specific cases when an animal is unwell and a course of antibiotics is recommended to avoid suffering. Withdrawal periods of different antibiotics vary, each of which is adhered to and our beef is tested regularly to verify the absence of antibiotics and growth stimulants.
“SAMIC inspectors, as part of the farm audit, will also check for the use of growth stimulants and routine antibiotics, as well as the feed. When observing the carcasses at an abattoir, they are within their rights to question the production system based on the condition of the carcass.
Questions often arise around whether there are standards around “Free Range” from a space or area perspective. The answer to this is no. While there are no set specifications around area of free-range roaming, the context is markedly different to that of a feedlot.”
Testing at the laboratory
In October 2024 we bought 500g Woolworths Free Range Lean Beef Mince and sent it to a SANAS-accredited laboratory for testing for antibiotics and growth stimulants.
The lab tests for 47 different antibiotics within the following classes: Tetracyclines, Quinolones, Sulfonamides, Amphenicols, Macrolides, Beta-Lactams, and a few others. No antibiotics were detected within any of the groups or subgroups.
Woolworths free range meat sample had no antibiotics detected.
The meat sample was also tested for six different growth stimulants: Clenbutarol, Trenbolone, Ractopamine, Zeranol, Salbutamol and Zilpaterol. All six growth stimulants were below detection limits.
No growth stimulants detected in Woolworths free range meat sample.
We sent the laboratory results to Food & Allergy Consulting & Testing Services (FACTS) for their opinion. Their Head of Commercial Operations, Shannon Russouw, said the following:
“Historically, the requirements for ‘free range’ claims have included more than just the use of hormones and antibiotics – specifically an audit by the South African Meat Industry Company (SAMIC).
Therefore, whilst the test results shared show that none of the tested hormones or antibiotics were detected – these results in isolation are not enough to prove a free-range claim.”
Response from suppliers and retailers
Jackson’s Real Food Market founder and owner, Gary Jackson, said the following:
“We are very nervous of any claim that says free range as there is no one protocol that clearly defines this concept. It’s open to far too much interpretation. The big difference is feedlot vs outdoor reared and grain vs grass fed. Jackson’s stocks outdoor reared and grass fed animals. We are certified by the Grass Fed Association of SA (GFASA) and audited twice a year by SAMIC along with the farm. Each pack of grass fed beef product has the GFASA seal along with a blockchain QR code that identifies the animal, the farm it was reared on and the details of the animals history. Animal cruelty is also a key part of our sourcing journey.”
Intergenerational farmer of veldt-raised and -finished cattle, Pieter Prinsloo, said:
“The lack of official standards is a shortcoming in the RSA Meat Safety Act as organic, free range or grass fed claims are made predominantly by role players themselves who subject themselves to verification by SAMIC to substantiate their claims.
To uphold these claims the system must be based on trust and peer review to a large extent as the verifications by the service provider is infrequent. Farms are done the first time round and thereafter a 10% sample is randomly checked on a yearly basis by SAMIC.”
A free range meat and dairy supplier, Cammy’s Kitchen Farm Shop Deli and Braai, trading at the Bryanston Market said:
“Transparency is key in this environment. We stock outdoor free roaming meat from beef farmers who produce grass fed, grass finished cattle who never see a feedlot. They have an open farm policy and welcome visitors. This I find more reassuring than an external third-party auditor.”
Final Woolworths’ communications
In February 2025, we contacted Woolworths one last time asking for greater transparency with their free range protocols, explaining that it would reinforce customer trust and uphold the value of their premium offerings. We also requested access to suppliers and farm visits but our request was turned down.
The Woolworths press office responded:
“Our team have discussed the request for further data, and while we appreciate and respect TOPIC’s views, we are confident that we have remained transparent and open.
As a business, we face significant competition in the market, and protecting our intellectual property and keeping our internal processes confidential is paramount and a top priority. We are certain that our labelling is fair, accurate and substantive, and your independent testing was further proof of that. As a values-led organisation, when concerns around quality, labelling or our claims arise we address them.”
In conclusion…
Our investigation into Woolworths’ Free Range Beef has provided critical insights into the claims and standards surrounding free range meat in South Africa. Laboratory tests confirmed that Woolworths’ Free Range Beef contains no detectable amounts of antibiotics or growth stimulants, verifying the accuracy of these specific label claims. However, the broader issue of free range certification remains complex due to the absence of government regulations defining “free range” beef. This lack of legislation leaves oversight to independent protocols and audits which can vary in their enforcement and transparency.
Woolworths has not shared its free range protocols or laboratory test results with us, citing intellectual property concerns which raises questions about transparency in the industry. Without access to these protocols, it is difficult for consumers and independent bodies to fully assess the standards being upheld.
This report highlights the complexities surrounding free range beef labelling and the need for regulations from the South African Department of Agriculture and DALRRD. The overarching challenges of free range certification lie in a lack of uniform regulatory standards. To maintain trust in products labelled as “free range”, both consumers and industry stakeholders should continue advocating for stronger oversight and transparency from suppliers.
Thanks for being our partners in the pursuit of label accuracy in South Africa. and consumer safety. TOPIC works with retailers and producers who are committed to transparency and is supported by Faithful to Nature, Wellness Warehouse, UCOOK, Organic Zone, Jackson’s Real Food Market and Bryanston Organic Market.
We have completed numerous successful investigations so far, including Clover Good Hope soy milk, GUDGU, Pick n Pay free range eggs, Sing Fefur teas, Naturally Organic, Elgin Free Range Chickens, Superfoods, Nature’s Choice GMO-free claims, Woolworth’s organic vegetables, Cape Town Market, Mrs BreadCare, Wakaberry, Le Chocolatier, Freedom Bakery, Frys and Futurelife.
Consumers are encouraged to nominate products for investigation via our online form: https://buff.ly/2PCSBK8