The Deforestation-Free Beef Credential is a market access facilitator - ensuring your business is ready to sell to buyers both domestically and internationally with deforestation-free commitments.
Deforestation-free beef: what markets are asking for (EUDR & AFi explained)
Why this matters now (Australia)
“Coles’ announcement … sends a strong signal to the entire industry that deforestation must be taken seriously.” — Greenpeace Australia Pacific. Greenpeace Australia Pacific
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EU rule begins for large operators this December. The EU Deforestation Regulation (EUDR) is due to apply from 30 Dec 2025 for medium/large companies (SMEs mid-2026). The obligations and the 31-Dec-2020 cut-off remain—and EU buyers are preparing now. If you can’t hand them plot geolocation plus proof of no post-2020 clearing, you risk delays or being parked when orders take place. Reuters+2Tax News+2
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Retail pull-through at home. Coles has formally committed to source deforestation-free beef and published its forests statement (including the forest definition it will use). NGOs welcomed the move as an industry signal. Woolworths said it would sell deforestation-free beef from December 2025; subsequent NGO scrutiny has only increased buyer attention on clear, verifiable evidence. Expect “plot-level proof” to become a normal ask in domestic programs, not just exports. ABC+4Beef Central+4Coles Group+4
Bottom line: having plot-level proof of no post-2020 clearing keeps you easy to buy from—both for EU-aligned exports and Australian retail programs.
What is the EUDR?
The EU Deforestation Regulation requires importers to prove listed commodities (including beef) are deforestation-free and traceable to geolocated plots.
Cut-off date: 31 December 2020 (forest cleared after this date is out).
Application timing: 30 Dec 2025 for medium/large operators; 30 Jun 2026 for SMEs.
What EU buyers will ask you for (in practice):
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Geolocation to the plots supplying the cattle,
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Evidence of no clearing after 31-Dec-2020 on those plots,
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Traceability linking sale animals to those plots, and
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A documentation pack they can file for due diligence. Reuters
What is the AFi?
The Accountability Framework initiative (AFi) is the common language buyers use for no-deforestation—especially cut-off dates and scope. Using AFi-aligned definitions makes your evidence “plug-and-play” for auditors and procurement teams. See AFi’s Operational Guidance on Cut-off Dates. Accountability Framework+1
AFi on cut-off dates: after the cut-off, any deforestation renders production non-compliant with “no-deforestation” commitments. Accountability Framework
What “deforestation-free” means for an Australian producer
You’re in good shape when:
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Your mapped boundaries show no woody-vegetation clearing after 31-Dec-2020, and
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Sale cattle are traceable to those verified plots so buyers can add them to their compliance file.
Common edge cases (plain English):
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Agistment/leased paddocks must be mapped and checked too.
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Partially cleared properties can often be handled by excluding affected paddocks; the remainder may still qualify.
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Legal clearing after 31-Dec-2020 is still non-compliant for the EU (permits can still help domestic conversations).
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False positives (e.g., firebreaks/shelterbelts) can be cleared up with quick photos or records.
Buyer signals & useful links
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Coles: formal commitment to deforestation-free beef; see Coles’ Protecting Forests statement (forest definition and approach) and independent industry coverage. Coles Group+1
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Greenpeace on Coles: “It sends a strong signal to the entire industry…” (context + quote). Greenpeace Australia Pacific
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Woolworths: plans to sell deforestation-free beef from 2025 (ABC). Subsequent NGO commentary shows ongoing scrutiny of credible, verifiable claims. ABC+1
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EU timing: delay to Dec 2025 for medium/large firms (with SMEs mid-2026) confirmed; obligations unchanged. Reuters+1
If you do nothing (commercial consequences)
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You may be ineligible or delayed for EU-aligned programs once buyers switch their specifications.
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Retail programs tightening to “deforestation-free” will prefer suppliers who can hand over a shareable, independently verified pack without back-and-forth.
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Co-product value (e.g., hides/leather) can also be affected if evidence is weak.
How to get started
- Log in to your platform or create account (AgriProve Platform)
- If you are a beef producer the Deforestation-Free Beef Credential will appear in your 'opportunities' panel on the left hand side of your screen or you can enter through the 'credentials' area of your platform (Credentials)
- Click on 'Get started with Deforestation-Free Beef'
- Click 'Continue'
- Confirm your property details as per onboarding, provide your PIC, and consent to share this with our partner conducting the analysis
- We will provide you with a quote and invoice, and once executed, Verterra Ecological Engineering will conduct the independent analysis - this will typically take 2-3 business days.
How AgriProve issues your Deforestation-Free Beef credential
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Vegetation disturbance detection: using national datasets, DROVER ground cover analysis, and near real-time satellite alerts we detect woody vegetation change over time.
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Compliance assessment: confirm deforestation-free claims against EUDR and AFi criteria using historical imagery and land use maps to verify land management practices.
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Independent verification: third-party reviewer delivers your auditable report outlining assessment methods, results, confidence rating and compliance status suitable for supply chain and regulatory requirements.
What you receive
- Buyer-ready shareable report with verification link.
- Domestic and EU market readiness through compliance with both EUDR and AFi.
- Independent assurance through a third party sign-off on your credentials.
- Profile badge showing your Deforestation-Free Beef status.