Premium consumers around the world are challenging their meat suppliers to prove provenance. These challenges are going to get bigger and go deeper. Do butchers, restaurants and supermarkets really know where their meat comes from? We’re not sure. They certainly don’t know and can’t tell the farmers story. 999 can tell you which animal, which farm, and which paddock. It is now widely accepted that discerning consumers are prepared to pay a premium price for high quality, ethically raised red meat, but they are going to need a lot more than just a good story and some nice packaging. They will be seeking trust and transparency and they will be wanting to get as close to the farmer as possible. That need underpins the business opportunity and the 999 business model.