For more than 40 years, the Bruce family has raised grass-finished beef on a long stretch of peninsula in Northwest Tasmania. John and Angela Bruce, along with their veterinarian daughter Dr. Emma, son Lain, and his wife Jane, are firmly committed to land welfare and sustainability that produces all-natural and deliciously rich beef.

Nestled within the 1826 Royal Charter land grant to the Van Diemans Land Company, Western Plains has a longstanding history of fresh pastures and clean sea air. Known for the Circular Head or “Nut,” this peninsula preserves perennial grasses including ryegrass, fescue, and clovers.