Harmony Agriculture And Food Company Pty Ltd

What Harmony Agriculture And Food Company Pty Ltd does

Harmony Agriculture & Food Company Pty Ltd is an Australian privately held producer and exporter of premium F1 Wagyu beef, founded in 2016 by Anthony Fellows and headquartered in Melbourne. The company operates a vertically integrated 1,200-day supply chain that spans its own 5,000+ acre Murrindindi fullblood breeding hub in north-east Victoria, its ~10,000-head Dimboola Feedlot in the Wimmera region, processing through partner G&K O'Connor, and export distribution through direct sales teams and exclusive regional distributors. Annual production exceeds 5,000 tonnes from 19,000+ head of cattle, placing Harmony among the top 10 Wagyu producers globally by volume.

The commercial product is centered on two flagship brands: Black Opal Wagyu (a Wagyu-Angus F1 cross prized for fine marbling and consistency) and Omino Wagyu (inspired by Japan's Omi beef tradition with distinctive umami flavour). Products are sold across foodservice (fine-dining restaurants, hotels and chefs including Michelin-starred accounts), specialty retail and butchers, wholesale distributors, and selected consumer SKUs such as Black Opal Burger Patties developed for the US market with ThinkCulinary. Geographic reach spans 14+ countries across Australia, China (the largest market, supported by offices in Shanghai and Dalian), Southeast Asia, North America, the Middle East, Japan, Korea and Taiwan.

Technology and operating capabilities include MEQ Live AI/ML ultrasound integrated with Neogen Wagyu Feeder Check genotype testing — described as the first combination of genetic, live-measurement and carcase data at scale across a single commercial supply chain — plus Escavox real-time cold-chain temperature tracking, Spot On Drones for pasture management, IVF/AI breeding programs with Global Reproduction Solutions and Shannon Pastorals Dairy, and a visual-AI animal-welfare surveillance system co-developed with RMIT University and Food Agility CRC. The company is privately held with Merricks Capital as a capital partner and has no public listing.

Name

Harmony Agriculture And Food Company Pty Ltd

Legal name

Harmony Agriculture and Food Company Pty Ltd

Website

https://haafco.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Harmony Agriculture & Food Company is a privately held Australian premium F1 Wagyu beef producer operating a 1,200-day integrated supply chain across breeding, feeding, processing and export, serving foodservice, specialty retail and wholesale customers in 14+ countries via its Black Opal and Omino brands.

Ownership category

akta.pro rank

Product category

Premium Wagyu Beef Production

NAICS

Animal Slaughtering and Processing (3116), Meat and Meat Product Merchant Wholesalers (42447)

SIC

Agricultural Prod-Livestock & Animal Specialties (200), Food And Kindred Products (2000)

akta.pro primary industry

Integrated Beef Production (Cow-Calf to Finish) (AFAEABAH)

Keywords

• Premium wagyu beef
• Beef production
• Cattle breeding
• Meat export
• Wagyu supply chain

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices6 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Wagyu Beef Production and Sales: Annual production volume of over 5,000 tonnes of premium Wagyu beef. Feeds and processes 19,000-plus head of cattle annually. Sells to wholesalers, restaurants, butchers, and speciality stores globally. Revenue generated from sale of F1 Wagyu and fullblood Wagyu beef products across multiple cuts and marbling grades.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Harmony Agriculture & Food Company is a leading Australian producer and exporter of premium-branded Wagyu beef, operating an integrated 1,200-day supply chain from fullblood breeding through feedlot finishing, processing, and global distribution. The company sells two flagship F1 Wagyu brands, Black Opal (Wagyu-Angus cross) and Omino (inspired by Japanese Omi beef tradition), delivering 5,000+ tonnes of product annually from 19,000+ head of cattle to foodservice operators, specialty retailers, and wholesale distributors across 14+ countries.

Product overview

Harmony Agriculture & Food Company is a premium branded beef producer offering two F1 Wagyu brands: Black Opal Wagyu (flagship Wagyu-Angus crossbred known for fine marbling and consistency) and Omino Wagyu (inspired by Japanese Omi beef tradition with distinctive umami flavour). The company also operates through partner restaurant Harmony Beef 1881 in Shanghai. All products are produced through the company's integrated supply chain with a signature 1,200-day process.

Differentiator

Problem solved

Functional benefit

Brands

• Black Opal Wagyu: Harmony's flagship F1 Wagyu brand produced using a Wagyu and Angus cross. Renowned for fine marbling, silky texture, and superior flavour. Named after the iconic Australian gemstone.
• Omino Wagyu

Products and services

• Black Opal Wagyu Black Opal Wagyu is Harmony's flagship F1 Wagyu brand produced using a Wagyu and Angus cross, available across 35+ different cuts and renowned for its fine marbling, silky texture, and superior flavour with consistent quality delivered through the company's integrated 1,200-day supply chain. It is sold to foodservice operators, specialty butchers, retail chains, and wholesale distributors globally.
• Omino Wagyu Omino Wagyu is a premium F1 Wagyu brand inspired by the Japanese Omi beef tradition from Shiga Prefecture, known for its distinctive umami flavour, luxury standing, and consistent quality. It is the modern Australian embodiment of the Omi beef wellbeing tradition and is sold to foodservice operators and distributors globally, including in the Philippines, Taiwan, and China.
• Fullblood Wagyu Beef (from Harmony fullblood breeding program) Fullblood Wagyu produced from Harmony's own breeding program at the Murrindindi Breeding Hub using IVF and AI breeding programs (with Global Reproduction Solutions and Shannon Pastorals Dairy), representing the company's highest-tier Wagyu offering with DNA-verified genetics in the top 1% of the breed globally outside Japan.

Quantifiable outcome

• Consistent MB9+ marble scores across products
• +2 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature7 records

Partnerships

21 partnerships are on record, tiered core and minor.

• Consistent Frozen Solutions Corp.coreChannel Partner/ Reseller/ Distributor · 31 March 2026Exclusive distributor of Omino Wagyu in the Philippines. Officially launched Omino brand in Philippines at foodservice event for owners, chefs, media and culinary enthusiasts in June 2026.
• ThinkCulinarycoreChannel Partner/ Reseller/ DistributorUS brand partner and distributor for Black Opal Wagyu. Created Black Opal Burger Patties specifically for US market. Co-hosted LA Chef Conference 2023 and National Restaurant Association Show Chicago.
• CTI Food SupplycoreChannel Partner/ Reseller/ DistributorExclusive distributor of Black Opal Wagyu in Thailand. Showcased product at Food & Hospitality Thailand trade show. Hosted restaurateurs and retailers for supply chain tours in Australia.
• TransmedcoreChannel Partner/ Reseller/ DistributorLongstanding distribution partner in Middle East. Valued for continued growth in important Middle East market. Team members visited Dubai to catch up with sales team and meet chefs serving Black Opal Wagyu.
• Gourmet's PartnercoreChannel Partner/ Reseller/ DistributorLongstanding Taiwanese partner for Black Opal Wagyu. Sales team educated on Black Opal for high-end food service channels in Taipei and Taichung.
• Yichi InternationalcoreChannel Partner/ Reseller/ DistributorTaiwanese partner hosting Omino Wagyu demonstration event for leading chefs and foodservice professionals. Showcased distinctive umami flavour at culinary event.
• Verduno ThailandminorChannel Partner/ Reseller/ DistributorFood service distributor in Thailand. Partnered with Harmony for Mia restaurant Australian Beef & Truffle Dinner showcasing Black Opal Wagyu.
• JDIcoreChannel Partner/ Reseller/ DistributorOmino brand partner in China. Visited Harmony operations recently to strengthen partnership.
• Halperns' Steak & SeafoodcoreChannel Partner/ Reseller/ DistributorUS customer partner. Toured Australian supply chain with West Coast Prime Meats and ThinkCulinary. Attended National Restaurant Association Show in Chicago.
• West Coast Prime MeatscoreChannel Partner/ Reseller/ DistributorUS customer partner. Toured Australian supply chain operations to understand scale and attention to detail across supply chain.
• G&K O'ConnorcoreTechnology or IntegrationProcessing partner in Victoria. Internationally known for capabilities in high quality and consistency of meat packing. Part of supply chain tours for international customers.
• MEQ (MEQ Solutions)coreTechnology or IntegrationAg-Tech start-up partner for MEQ Probe technology. Using ultrasound hardware with AI and machine learning to predict marble potential in live animals. MEQ Live enables marbling propensity assessment while animals are still at feedlot.
• Neogen CorporationcoreTechnology or IntegrationPartner for Wagyu Feeder Check genotype testing integrated with MEQ Live technology. First time genetic solutions, live measurement and carcase data combined at scale across single commercial supply chain.
• Food Agility CRCminorStrategic or Co-development PartnerResearch collaboration partner for visual AI models project. Working with RMIT University on AI-driven surveillance system for early detection of livestock illness and health issues.
• RMIT UniversityminorStrategic or Co-development PartnerResearch partner with Food Agility CRC. Developing visual AI models for animal welfare monitoring using computer vision technology.
• Global Reproduction Solutions (Dom Bayard)coreTechnology or IntegrationCattle reproduction specialists engaged for embryo collection using expertise on site at Dimboola Feedlot for fullblood breeding program.
• Meat & Livestock AustraliaminorGTM or Marketing PartnerIndustry body partner. Supported Omino launch in Philippines. Partner at Gulfood events in Dubai and Seoul Food & Hotel Korea. Supporter of various trade events and marketing activities.
• Australia-Korea Business CouncilminorGTM or Marketing PartnerDelivered Mastering the Korean Business Landscape training at Harmony Melbourne office. Strengthened understanding of Korean business culture for market expansion.
• Green CollectminorGTM or Marketing PartnerNon-profit partner for office move sustainability. Collected unwanted office furniture and supplies to resell or recycle, diverting 719kg from landfill and creating 15 hours of work for people facing social barriers.
• World Commerce (Japan)coreChannel Partner/ Reseller/ DistributorKey customer in Osaka, Japan. Founder Mr Miyatani met during Asia market visits.
• Lotte MartcoreChannel Partner/ Reseller/ DistributorLong-standing customer and one of largest hypermarket chains in South Korea. Black Opal Wagyu products available on shelves with traceability through reference numbers.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Stanbroke Beef: Queensland-based vertically integrated premium beef producer with global export footprint. Comparable in integrated supply chain from breeding through to global branded beef sales.
• Rangers Valley: Australian long-fed premium beef producer (including Wagyu programs) supplying global foodservice. Comparable in long-fed feeding programs, branded premium beef exports, and fine-dining customer base.
• Australian Agricultural Company (AACo): Australia's largest beef producer and a major Wagyu operator with its own branded programs (Westholme, Darling Downs). Directly comparable as a vertically integrated Australian premium beef exporter serving global foodservice and retail channels.
• Stone Axe Pastoral: Western Australian Wagyu producer with branded programs targeting global premium markets. Directly comparable in branded Wagyu positioning, export-led GTM, and premium retail/foodservice customers.
• Mayura Station: South Australian fullblood Wagyu producer known for premium restaurant placement and tasting-room direct sales. Comparable in fullblood Wagyu focus, premium positioning, and foodservice customer base.
• Jack's Creek: Australian premium Wagyu producer exporting to 20+ countries with branded Wagyu programs. Comparable in target customers (fine-dining, specialty retail) and global distribution approach, though smaller in scale than Harmony.

Regional players

• Creekstone Farms: US premium beef producer focused on branded, high-quality programs serving foodservice and retail in North America. Comparable in premium branded beef positioning, though geographically focused on the US market.
• Starzen Co., Ltd. Japanese premium meat company with significant Wagyu and branded beef operations. Comparable in premium Wagyu positioning and branded product strategy, though operating primarily in Japan and Asia.

Broad incumbents

• NH Foods (Nippon Ham): Japan's largest meat producer with global Wagyu and branded premium beef operations. Comparable in premium Wagyu offering and global distribution, though much larger and more diversified across proteins and geographies.
• JBS Australia: Australian arm of JBS, one of the world's largest meat processors with Wagyu and premium beef programs. Comparable in Australian beef production and export, but operates at much broader scale across multiple protein categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/blackopalwagyu
• Instagraminstagram.com/blackopalwagyu
• LinkedInlinkedin.com/company/harmonyagriculture

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Harmony Agriculture And Food Company Pty Ltd