This article, in partnership with the Red Meat Producers’ Organisation (RPO), features Rustin Shawe, a cattle breeder from KwaZulu-Natal, who shares his approach to ensuring top-quality meat cuts.
In every tender cut of South African red meat lies a story of sacrifice, patience, and devotion. The journey from farm to table is a long and intricate one. At the heart of this journey are farmers like Rustin Shawe, a KwaZulu-Natal-based cattle and maize farmer whose respect for the land and his animals shapes every aspect of his work.
Shawe is one of thousands of farmers who pour their hearts into every step of the process, ensuring the meat you enjoy is not only high quality but a true reflection of their passion and respect for the land.
Every day on his farm begins with purpose. “We start early. I begin my day reading my Bible and having a quiet time before getting to work. Then we check the weather and plan the day.
“The health status of our animals is always our first priority – we count them, ensure the grazing is good, the water is clean, and their supplements are sufficient.
“Once we know everything’s in order, we tackle the day’s tasks, whether it’s fencing, baling, fertilising, or maintaining the farm.”
This commitment to animal welfare goes beyond routine checks. Caring for the animals means following a strict inoculation and deworming programme and constantly monitoring their condition and health.
For Shawe, this approach is simple: when you take good care of your animals, they take good care of you.
“It’s about compassion. I hate seeing them in any kind of stress, so I do everything I can to keep them healthy and happy,” he explains.
Healthy land and livestock
Farming runs in Shawe’s blood. As a fourth-generation farmer, he comes from a long line of agriculturalists. His great-grandfather settled in northern KwaZulu-Natal in the 1820s, bought a piece of land, and their family has been farming it ever since.
That legacy continues today, with sustainability at the core of their farming practices. Shaw has embraced innovative methods to protect the land and ensure its long-term productivity.
“We moved from traditional seasonal grazing to a rotational system. By rotating cattle through four to five paddocks, each gets a 30- to 40-day rest period, which improves both grazing quality and carrying capacity.
“We’ve also implemented water management systems, like creating dams and using water troughs to provide clean, uncontaminated water without the cattle walking directly into the dams,” he shares.
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Genetics and health
Shawe’s commitment to sustainable practices goes hand-in-hand with his focus on producing top-quality livestock. As a breeder of high-quality weaners for feedlots, his attention to genetics and animal health ensures that only the best animals enter the supply chain.
“We weigh our bull calves at weaning, 300 days, and 600 days to select those with the best growth and fertility,” he explains.
In addition, Shawe’s farm incorporates advanced techniques like embryo programmes and DNA testing to improve the herd. These innovations help identify animals with desirable traits, such as double muscling for lean beef or better fat layering.
“These innovations help us provide predictable, high-quality meat for the market,” he shares.
While the effort farmers like Shawe put into their work often goes unnoticed, the impact is felt at every meal.
Beyond profit
So, the next time you enjoy a tender, flavourful cut of South African red meat, remember the dedication behind it – the early mornings, the careful planning, and the unwavering care for both the animals and the environment.
Looking to the future, Shawe is excited about the potential of even more innovations in breeding and sustainability.
“We’re constantly striving to produce better-quality meat while preserving the land and caring for our animals. It’s not just about profitability – it’s about passion and responsibility. And that’s what keeps us going.”
- This story is part of a special series in partnership with the Red Meat Producers’ Organisation (RPO) – a tribute to the farmers feeding our nation, one meal at a time.
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