our story

From the paddocks of their farms in Maleny, Queensland to overseas markets, they’ve seen first hand the compromises of large-scale, industrial production: the disconnection between producer and consumer, provenance lost and quality sacrificed.

Their response was simple, strip it back
and slow it down.

Every animal at Obi is homegrown in Maleny. The region’s rich volcanic soils, cool-climate pastures and mountain rainfall create the perfect environment for cattle to grow naturally and slowly. This approach isn’t just about taste – it’s about respect for the land, the animals and the community that sustains them.​

Pasture-based grazing rotates cattle across diverse paddocks, improving soil health and locking carbon back into the ground. Minimal intervention means fewer inputs, less waste and lower impact on waterways. Local finishing keeps animals close to home, avoiding long-haul trucking, reducing stress and slashing transport emissions.
 
Obi Pasture Co. is proudly Maleny through and through. Jake and Dan aren’t faceless operators – they’re part of the community. 

The shop at Wittacork Farm isn’t just a retail space, it’s a gathering point.
A place where locals and visitors can connect with the story of Maleny agriculture and take home beef raised by people they can actually meet.

Jake and Dan bring more than just enthusiasm – they bring decades of hands-on experience across agriculture, both at home and abroad. They’ve seen how big systems cut corners and they’ve built Obi as the antidote: boutique, transparent and proud of its provenance.​
 
Every taste carries that experience. Every steak tells that story. Wherever it’s cooked – backyard BBQ, restaurant or family table – Obi Pasture Co. delivers the same thing.

Pasture Prime.
Maleny Raised.
Obi Approved.