About Us

Our Purpose

At Primal Meats, we take a unique approach. We’re more than just a meat company sourcing from suppliers—we’re dedicated to supporting farmers and growers in becoming more resilient and addressing some of the world’s biggest challenges. Our goal is to strengthen the connection between farmers and consumers, allowing people to play a role in regenerating ecosystems through their purchases. By helping farmers reach customers who care about the origins of their food, we contribute to the meaningful progress of regenerative agriculture. Our passionate and committed customers are focused on improving their health while supporting farming methods that restore the planet.

Farming

Anna Winton’s passion for regenerative farming stems from a holistic understanding of land, food, and ecosystem health. She believes that regenerative agriculture offers practical solutions to the pressing crises of climate change, biodiversity loss, and soil degradation. Rather than seeing land use in linear terms—simply maximizing yield—she advocates for a non-linear, holistic approach that asks what the land itself needs to thrive. For Anna, herbivores play a vital role as ecosystem engineers, helping to rebuild soil carbon, increase plant diversity, and improve water retention, all of which contribute to healthier landscapes and more resilient food systems. She is critical of industrial farming methods and the oversimplified blame placed on livestock for methane emissions, emphasizing that well-managed, pasture-based systems can actually sequester carbon and restore ecological balance. Anna’s commitment is also deeply personal: she sees regenerative farming as a way to reconnect people with the land and their food, creating a spiritually and physically healthier society. By supporting nose-to-tail eating and minimizing food waste, she ensures that every part of the animal is valued and nothing is wasted. Ultimately, Anna is driven by the conviction that the health of the biosphere and human health are inseparable, and that regenerative agriculture is key to healing both.

Primal Principles

What we stand for, and what can you expect from us in terms of standards and assurance.

Pasture Fed

We source from farmers operating pasture fed, grain-free systems from birth to slaughter.

Regenerating Soils

The farms supplying our beef, lamb, and mutton are developing regenerative systems, which take atmospheric carbon and lock it into soils.

Improving Ecosystem Processes

The farms supplying us are aiming to increase their biodiversity and improve the land’s water holding capacity.

Mature Meat

Our meat is optimally matured for taste and texture, and we celebrate meats from mature animals.

Animal Health

Our farms are proactive towards animal health, managing their system to prevent disease. There is no routine use of antibiotics.

Living Naturally

Livestock are free to express their natural behaviours. We support small local abattoirs and ensure livestock only travel a short distance to slaughter.