While the rich are demanding "grain fed beef", millions are starving because they can't afford basics like rice and other grains. The world will become polarised by those who can afford to feed grain to cattle, and produce biofuels, and those who are starving. More and more grain will be fed to animals as the demand for western-style diets grows. Basing our decisions on the economy, as our culture demands, means we will be contributing to the demise of the world's poor. With our rising global population, we should be actually encouraged to reduce, or eliminate, animal-based foods from our diets to help the planet and have a more equitable food distribution system.

This is one of the best pieces of rural news for a long time.

For all the right reasons it should receive tumultuous applause from all sectors of the community.

From a nutritional aspect, “Grass-Fed” is far superior to grain fed, regardless of it being beef, lamb, poultry or other.

From a health point of view "Grass-Fed" is best, the omega 3, 6 and 9 are in the desired ratios, CLA (Conjugated linoleic acid (CLA), a naturally-occurring polyunsaturated fatty acid) and other beneficial nutrients are present in desirable ratios.

From an animal welfare aspect, most feed lots are atrocious.

From an environmental aspect, likewise the pollution is appalling.

I accept that grain-fed meat is usually consistent, even if it is consistently a less healthy option than grass-fed.

I am deeply troubled by the recent uptake of lamb feed lots.

Whilst I appreciate the motivation behind this move, I am concerned that it will tarnish the reputation of “lamb” which has been acknowledged as a nutritionally balanced component of any diet.

I would strongly advocate all beef and lamb being labelled either, “Grass-Fed” or “Grain-Fed”, so consumers can make an informed decision.

I would certainly be looking for the "GRASS-FED".

Animals have a place in the equation.

Not only do they produce food, esp as range or grass fed, they also are part of the ecosystem, reducing vegatation and fire risks, among others.

They also produce a substantial livelihood for a hell of a lot of people - worldwide.

Pasture fed beef is a logical follow on from recent rains in many areas and the high price of grain.

Let's really move ahead with this and give those producers who produce the top article a reward for that.

There are plenty of top grass fed beef producers who get a low return because the public believe they want grain fed beef.

Animals are part of the ecosystem, but not livestock!

Native animals have been here millions of years and are perfectly adapted to add value to their habitat.

Livestock have done enormous damage to our land.

Confining cattle to feedlots is cruel and is intensive farming.

Feeding grain to animals while many can't afford to eat should tell us that we are contributing to world hunger and pollution.

We should be reducing our dependance on animal-based foods.

So,so so true Mrs Mac!!

Congratulations to both Agforce and Ian McCamley for "going forward" with such an obvious yet simple marketing tool that will benefit both producers and consumers.

Let's see it happen sooner rather than later and not get held-up by 'red tape' creators.