Know your farmer.
Know your beef.
Respect the animal.

PureBeef exists to reconnect people with the food they eat and the Alberta farmers and ranchers who produce it.

Our goal is simple: make farm-direct agriculture easier to discover, understand and support.

Consumers can discover Alberta producers and learn about the products and practices described in their profiles.

Participation is free. PureBeef does not use pay-to-rank placement to determine which farms appear first.

Whenever possible, producer-verified information is identified as such. Unknown information remains unknown rather than being guessed.

There is more than one way to raise livestock. PureBeef does not assume that grass finishing, grain finishing, vaccination, veterinary treatment, pasture systems or conventional production automatically make one farm better than another.

We explain the practice. You decide what matters to you.

When reliable information is available, we aim to describe production practices factually. When information is unavailable, we do not fill the gap with assumptions.

Farm-direct food depends on more than the farm itself. Ranchers, processors, abattoirs, auction markets, transporters and rural businesses all contribute to Alberta’s food system.

PureBeef helps consumers understand that broader agricultural network while making local producers easier to find.

Respect for the animal is one of PureBeef’s core principles.

Animal care includes appropriate feed and water, handling, shelter, health management, transportation and responsible treatment when an animal becomes sick or injured.

We encourage consumers to ask producers how animals are raised and cared for rather than relying on a single marketing term.

Understanding food is part of understanding health. PureBeef provides educational information that helps consumers learn about meat, production practices and the food system.

This information is educational and is not a substitute for individualized medical or nutritional advice.

PureBeef.ca is powered by PureFarmFresh, with health and nutrition educational support from Root Metabolic.

Farm and ranch participation remains free, and producers do not pay for higher placement in the directory.

PureBeef’s animal rescue contributions are separate from funding used to operate PureBeef. PureBeef does not keep any portion of rescue contributions.

How Enquiries Support Animal Rescue

When an enquiry through PureBeef results in a sale, the producer contributes an amount of their choice to support animal rescue.

The producer confirms the sale and final sale value. The contribution is paid by the producer at no additional cost to the customer.

100% of the producer’s contribution is for animal rescue. PureBeef does not retain any portion of it.

PureBeef records and tracks the contribution. Where applicable, the customer may receive a PureBeef Impact Certificate showing the rescue contribution their purchase helped generate. An Impact Certificate recognizes impact and is not a charitable donation or tax receipt.

Agriculture changes. Farms change products, websites, processing arrangements and production practices.

We welcome corrections from producers and encourage farms to verify their information. Producer-confirmed information should take priority over older public information when appropriate.

PureBeef is designed to connect consumers with producers while collecting only the information needed to operate the service.

We do not sell personal information. Information submitted through PureBeef should be handled only for its intended purpose and the operation of the platform.