Geoff Jones says his wife describes him as a “perfectionist pain in the arse”. But it’s this obsession with flawlessness that has made his
Clarence-grown beef the exceptional and sought-after product it is today.
It all began growing up on the family farm in the Clarence Valley, helping his dad and brothers raise cattle. It was a tough life, the Jones boys growing up without the luxuries that many others enjoyed. Geoff’s mind burned with the simple question that would ignite a long-long mission: “Why are things so hard on the farm?”
As he grew older, Geoff began chasing answers with the vigour and determination that had already made him an accomplished athlete in his school years.
The first battle Geoff faced was the beef…