Western Meat Packers
Western Meat Packers Group is a Western Australian red-meat processor that slaughters, bones and packs beef and lamb at Osborne Park, Bibra Lake, Margaret River and Australind, selling Margaret River Fresh and Perth Meat Export brands to Coles, WA butchers and more than 15 export markets.
- Company typePrivate
- Founded1983
- HeadquartersOsborne, Australia
- Headcount251–500
- GTM typeB2B
- OfferingHardware or Manufacturing
What Western Meat Packers does
Western Meat Packers Group is a vertically integrated Australian red-meat processor and exporter, founded in 1983 by Rod Russell in Western Australia and 100% family-owned by Rod and Shana Russell. The group operates three production hubs: an abattoir and supporting farms in the Margaret River region (Cowaramup), a boning and packing facility at Osborne Park in Perth, and a $35M-refurbished specialist value-added packing plant at Bibra Lake producing MAP-packed mince, portion-controlled steaks, diced meat and burger patties. A fourth processing footprint was added in September 2022 through the acquisition of Goodchild Abattoirs in Australind/Bunbury, providing Halal-compliant sheep and cattle capacity, while a Perth Skin and Hides facility in Coogee captures by-product value.
Its core products sit under the Margaret River Fresh master brand and include 100-day grain-fed beef, 100% PCAS-certified grass-fed beef, NASAA certified-organic beef, premium Australian Angus, Wagyu and the Big Butcher dry-aged and Big BBQ retail-ready ranges. Export is conducted under the Perth Meat Export (PME) label into more than 15 countries across North America, Japan, Korea, Southeast Asia, the Middle East, Mauritius, South Africa, Mexico, the Philippines and Taiwan. Domestic commercial revenue is anchored by a Coles retail-ready supply relationship that won the 2024 Coles Meat, Seafood and Deli Supplier of the Year award, supplemented by wholesale to WA butchers, manufacturers, and the WA Big Butcher outlet, which represents a small direct-to-consumer channel.
The business monetises primarily through one-time bulk processing and supply contracts priced on quote-based negotiation rather than disclosed price lists, plus transactional wholesale through the Big Butcher storefront. Go-to-market runs through two dedicated direct-sales channels (Domestic Sales Division led by Julie McElroy and Export Sales Division led by Nikki Snyman), with sales offices in Seoul, China and Thailand, an active trade-show rotation (FHA Singapore, Vietnam Food & Hospitality, THAIFEX-Anuga Asia), and a tightly integrated brand presence on Instagram and YouTube. Annual turnover exceeds A$150M, with stated group-wide processing capacity of around 2,000 cattle and 1,000 lambs per week, 400 cattle per day at Osborne Park, and 70,000 cattle per annum capability built at Cowaramup.
Western Meat Packers firmographics
Firmographics- Name
- Western Meat Packers
- Legal name
- Western Meat Packers Group
- Website
- https://wmpg.com.au
- Company type
- Private
- Founded year
- 1983
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Western Meat Packers Group is a Western Australian red-meat processor that slaughters, bones and packs beef and lamb at Osborne Park, Bibra Lake, Margaret River and Australind, selling Margaret River Fresh and Perth Meat Export brands to Coles, WA butchers and more than 15 export markets.
- Ownership category
- akta.pro rank
Western Meat Packers industry classification
Industry- Product category
- Red Meat Processing
- NAICS
- Animal Slaughtering and Processing (3116), Animal (except Poultry) Slaughtering (311611), Meat Processed from Carcasses (311612), Meat and Meat Product Merchant Wholesalers (42447)
- SIC
- Meat Packing Plants (2011), Sausages & Other Prepared Meat Products (2013)
- akta.pro primary industry
- Further Processing (Cooked, Smoked, Cured & Deli Meats) (AFAKALAD)
- akta.pro secondary industries
- Formed & Restructured Meats (Nuggets, Patties, Logs, Portion-Control) (AFANAEAI), Offal & Variety Meats Processing (Liver, Kidney, Heart, Tongue, Tripe) (AFANAJAA), Butcher Shops & Meat Markets (CRAHAHAB)
Keywords
Where Western Meat Packers is headquartered
LocationHeadquarters
- HQ city
- Osborne
- HQ country
- Australia
- HQ region
- Oceania
Offices9 records
Markets served
Western Meat Packers business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Meat Processing and Export: Full-service beef and lamb processing and export operation. Processes cattle and lambs, provides boning, packing, and cold storage services for domestic retail (Coles supermarkets) and international markets including North America, Japan, Korea, Southeast Asia, Middle East.
- Wholesale Direct to Public: WA Big Butcher outlet selling wholesale directly to public consumers, including dry-aged beef products
- Retail Ready Packaged Meats: Supplying Margaret River Fresh branded retail ready packed meats to export market partners, including exclusive branding and marketing materials
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Western Meat Packers product offering
Product offeringCore offering
Western Meat Packers Group is a vertically integrated red meat processor that sources cattle and lambs from Western Australian farms, slaughters and breaks them down at its Osborne Park, Margaret River, Bibra Lake and Australind facilities, and supplies branded beef (Margaret River Fresh, Perth Meat Export) and lamb to domestic retailers (Coles, WA butchers), food manufacturers/wholesalers, and international export markets across North America, Japan, Korea, Southeast Asia and the Middle East.
Product overview
Western Meat Packers Group is a red meat processor offering a portfolio of branded beef and lamb products. The core offerings include the Margaret River Fresh primary brand encompassing multiple product lines: Grain Fed Beef (100 Day), 100% Certified Grass Fed Beef, Certified Organic Beef, and Premium Australian Angus Beef. Additional brands include Perth Meat Export (PME) for international markets and Big Butcher for dry aged beef. Services include Retail Ready Packaged Meats for export partners, Western Cold Storage facilities, and wholesale direct-to-public through the WA Big Butcher outlet. The company operates integrated processing facilities including an abattoir at Margaret River, boning and packing at Osborne Park, and a specialist hi-tech packing facility at Bibra Lake.
Differentiator
Problem solved
Functional benefit
Brands
- Margaret River Fresh: Premium branded beef sourced from Margaret River region, includes grain-fed, grass-fed, Angus, and certified organic beef products
- Perth Meat Export (PME)
- Big BBQ Range
Products and services
- Margaret River Fresh Premium Beef Premium branded beef raised in the Margaret River region of Western Australia, processed under AUS-MEAT specifications with MSA grading for guaranteed eating quality. Sold to domestic supermarkets (Coles) and international export markets.
- 100 Day Grain-Fed Beef Grain-fed beef sourced from Western Australia's best Euro British breeders, grain-fed for 100-120 days to increase marbling, MSA accredited.
- 100% Certified Grass Fed Beef Premium grass-fed beef grown in southwest Western Australia, certified under PCAS (Pasturefed Cattle Assurance System), free from hormones and antibiotics, higher in omega-3 fatty acids.
- Certified Organic Beef Premium certified organic beef fattened on natural, chemical-free pastures without hormones, antibiotics, or GMOs. WMPG is a NASAA certified organic processor (Cert No 6344P).
- Premium Australian Angus Beef Premium Angus beef from 100% Black Angus cattle raised in southwest Western Australia, MSA graded for consistent quality and exceptional flavour.
- Perth Meat Export (PME) Flagship export brand producing premium-grade beef offerings for international customers, with chilled product exported to Philippines, Japan, Singapore, Thailand, Middle East and Indonesia.
- Retail Ready Packaged Meats Value-added retail-ready packaged meats service using MAP (Modified Atmosphere Packaging), Cryovac vac-pack and Dar-Fresh packaging, supplying export and domestic retail markets with exclusive branding, carton branding, fridge shelf strips, and point-of-sale materials.
- Big BBQ Beef Range Retail-ready BBQ beef selections sub-brand including Beef Bavette (Flank Steak), Beef Flat Iron (Oyster Blade), Beef Hanger (Thick Skirt), and Beef Picanha (Rump Cap Roast), with point-of-sale marketing materials.
- Western Cold Storage Cold storage and freezing services operated as a wholly-owned subsidiary (Western Cold Storage) from Osborne Park headquarters, supporting WMPG's supply chain and available for third-party storage.
- WA Big Butcher Outlet Wholesale direct-to-public retail outlet operated by WMPG, featuring the largest Dry Age fridge in Western Australia and offering dry-aged beef and wholesale cuts to consumers and bulk buyers.
Companies that use Western Meat Packers
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Western Meat Packers technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Western Meat Packers partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Goodchild Abattoirs (Acquisition)coreWMPG acquired former Goodchild Abattoirs in Australind, Western Australia in 2022, expanding operations near Bunbury and prime cattle/lamb grazing regions. Facility designed for Halal compliance with beef and sheep processing capabilities.
- Meat and Livestock Australia (MLA)coreMSA training program providing staff with product knowledge and training on Meat Standards Australia system fundamentals. MLA supports industry-wide quality standards and marketing campaigns.
Scale indicators11 records
Recent moves9 records
Expansion highlights7 records
Western Meat Packers competitors and assessment
Company assessmentDirect peers
- Harvey Beef: Harvey Beef is a Western Australia-based beef processor with abattoir operations in the southwest, a well-known Harvey Beef brand, and significant export presence to Asia and the Middle East. It is the most direct WA-headquartered competitor, mirroring WMPG's geography, cattle sourcing region, and premium export positioning.
- Stanbroke Beef: Stanbroke is a Queensland-based, family-owned beef processor and exporter with premium branded programs (Diamantina, Black Angus) and global retail/foodservice customers. Like WMPG, it is family-controlled, premium-positioned, and export-led into Asia, the Middle East, and North America.
- Teys Australia: Teys is one of Australia's largest beef processors, operating multiple abattoirs and value-add facilities across QLD, NSW, SA, and VIC with branded beef programs and global export reach. Like WMPG, it produces MSA-graded beef, runs value-added further processing, and serves both domestic supermarket and Asian/US export customers.
- Greenham Tasmania: Greenham operates a Tasmania-based beef processing operation supplying MSA-graded, grass-fed and Never Ever program beef to domestic and export markets including the US and Asia. It is comparable to WMPG in size, brand-led premium positioning, and export orientation.
- Craig Mostyn Group: Craig Mostyn is a vertically integrated WA-based protein processor (beef, lamb, pork, value-add) with a strong WA footprint and Asia/Middle East export reach. Geographic overlap with WMPG and direct competition for WA cattle supply and Asian customer accounts makes it a strong direct peer.
- Kilcoy Pastoral Company: Kilcoy is a Queensland-based beef processor and exporter running MSA-graded boxed beef and value-added programs for global retail and foodservice. Like WMPG, it focuses on premium branded beef, certified programs, and large-volume export to North America and Asia.
Broad incumbents
- JBS Australia: JBS is the largest meat processor in Australia and globally, with extensive beef and lamb processing, value-add, and export capabilities. As a multi-species, multi-region incumbent with national retail and export reach, it directly competes with WMPG in domestic supermarket supply (Coles, Woolworths) and Asian/Middle East export channels.
- Australian Agricultural Company (AACo): AACo is Australia's largest integrated cattle and beef producer with owned pastoral stations, breed programs (Wagyu/Brangus), and a branded beef export business. It is comparable to WMPG's vertically integrated, branded, export-focused premium beef model but operates at a larger, publicly listed scale.
- NH Foods Australia (Nippon Ham): NH Foods operates large-scale Australian beef processing (Wingham, Macquarie) and is a vertically integrated Japanese-owned meat group. As a Japanese parent with established Asian distribution, it competes directly with WMPG in Japan/Korea export programs and in domestic retail supply.
Emerging players
- Rangers Valley: Rangers Valley is a NSW-based premium long-fed Angus and Wagyu producer selling to high-end domestic and Asian restaurants and retailers. It is a niche, premium-branded competitor with overlap to WMPG's Margaret River Fresh and Wagyu categories, though smaller in processing throughput.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Western Meat Packers social profiles
Digital presenceWestern Meat Packers compliance and trust
Trust signalCompliance9 records
Western Meat Packers financial estimates
Financial estimateRevenue estimate
Valuation estimate
Western Meat Packers leadership team
Management profileNumber of profiles
Profiles6 records
Western Meat Packers subsidiaries and ownership
Company hierarchySubsidiaries6 records
Western Meat Packers funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Western Meat Packers M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Western Meat Packers
What does Western Meat Packers do?
Western Meat Packers Group is a vertically integrated red meat processor that sources cattle and lambs from Western Australian farms, slaughters and breaks them down at its Osborne Park, Margaret River, Bibra Lake and Australind facilities, and supplies branded beef (Margaret River Fresh, Perth Meat Export) and lamb to domestic retailers (Coles, WA butchers), food manufacturers/wholesalers, and international export markets across North America, Japan, Korea, Southeast Asia and the Middle East.
Is Western Meat Packers a public or private company?
Western Meat Packers is a private company. It is classified as family owned and is currently operating.
When was Western Meat Packers founded?
Western Meat Packers was founded in 1983. It employs 251 to 500 people.
Where is Western Meat Packers based?
Western Meat Packers is headquartered in Osborne, Australia, in the Oceania region.
How does Western Meat Packers make money?
Three revenue lines are on record. Meat Processing and Export is the primary driver. The others are wholesale Direct to Public and retail Ready Packaged Meats.
Who are Western Meat Packers's main competitors?
Direct peers on record are Harvey Beef, Stanbroke Beef, Teys Australia, Greenham Tasmania, Craig Mostyn Group and Kilcoy Pastoral Company. Broad incumbents are JBS Australia, Australian Agricultural Company (AACo) and NH Foods Australia (Nippon Ham). Rangers Valley is listed as an emerging player.
Does Western Meat Packers have an API?
No public API is recorded for Western Meat Packers.
What industry is Western Meat Packers in?
Western Meat Packers's product category is Red Meat Processing. Its primary akta.pro industry code is AFAKALAD, Further Processing (Cooked, Smoked, Cured & Deli Meats), with a secondary code of AFANAEAI, Formed & Restructured Meats (Nuggets, Patties, Logs, Portion-Control). Its NAICS code is 3116 and its SIC code is 2011.