Cleaver’s Organic began as a family butcher shop in Neutral Bay, Sydney in 1998 and has grown into a national brand now stocked in Coles, turning organic red meat from a niche product into a regular choice for Australian families.
A Journey Rooted in Community and Quality
What started more than 20 years ago as a small business serving Neutral Bay families has grown steadily by sticking to its core values. Cleaver’s Organic offers 100 per cent grass-fed, organic-certified meat with clear health benefits.
Its community focus has built a loyal customer base that values taste, traceability, and ethical production. The company balances tradition with meeting the needs of today’s health-conscious Australians.
Shaping Consumer Understanding Through Education
The “Seriously Organic, Seriously Good” campaign, which ran from September 2024 to April 2025, helped change how Australians view organic meat. It shifted focus from just ethics and sustainability to clear benefits like health, animal welfare, and caring for the environment.
This fresh messaging framed organic meat as a smart, everyday family choice rather than a luxury product. The campaign attracted over 115,000 new shoppers and boosted online sales by more than 50%, marking a significant shift in the organic meat market.
Leadership in Sustainable Farming
Cleaver’s Organic is part of Hewitt, Australia’s largest organic meat producer managing over 5.6 million acres of certified organic farmland. The company was a pioneer in Australia to receive Regenerative Organic Certification, reflecting its commitment to soil health, animal welfare, and sustainability.
Hewitt supports hundreds of thousands of animals raised under organic standards and helps set industry benchmarks. Leading producers like the Schutt family in Queensland exemplify the brand’s dedication to certified organic livestock farming and build trust in the Cleaver’s name.
Recognition and Industry Impact
Cleaver’s Organic received the Campaign of the Year award at the 2025 Organic Industry Awards, recognising its success in educating consumers and expanding the organic meat market in Australia.
The award highlights the brand’s rise from a local butcher shop in Neutral Bay to a national presence in Coles stores. It demonstrates how the combination of community values, clear communication, and sustainable practices can drive industry success and benefit Australian consumers.
Published 09-September-2025
