Our Story
Beyond Beef was born from a lifelong passion for farming, family, and the pursuit of excellence in every cut of meat. What began in 2009 as a dream to create something truly extraordinary has grown into South Africa’s oldest and most trusted Wagyu stud.
From day one, our vision was clear — to craft beef that goes beyond the ordinary. Today, Beyond Beef stands as a fully integrated producer, managing every step from genetics and breeding to farming, feeding, processing, and a premium retail-ready range. Ours is a journey shaped by integrity, craftsmanship, and faith.
As a family-owned enterprise, honesty and integrity are the foundations upon which everything stands. At the heart of our work lies gratitude — to our Father above, for the blessings we enjoy and for the privilege of being stewards of the land and the animals entrusted to our care. Beyond Beef is not merely our livelihood; it is our calling, our joy, and our legacy.
Our story begins on the historic Schuilklip Farm in Natal, where we first introduced Wagyu genetics into our herd in 2009. The following year, our first Fullblood calves were born — descendants of some of the most respected bloodlines and breeders in the world. Through dedication and continual refinement, supported by lasting partnerships with friends and breeders in Australia and the United States, we have built a herd that now ranks among the finest bloodlines globally — producing beef renowned for its marbling, flavour, and depth of character.
Today, Beyond Beef’s blockchain production network stretches across some of South Africa’s most breathtaking landscapes. From the misty mountains of Dullstroom — the highest town in the country and home to our Fullblood seedstock herd — to the windswept Eastern Cape coast where our calves are raised, and the rich grasslands of Mpumalanga where our cattle are finished with care. The journey concludes in our Gauteng facility, the bustling heart of South Africa’s economy, where processing, portioning, and packaging bring the story full circle. Each region, each step, adds its own note to the distinctive flavour and soul of our Wagyu.
At Beyond Beef, we are building more than a business — we are building a legacy. Rooted in faith, driven by passion, and guided by purpose, we are devoted to producing beef that nourishes the body, honours the land, and celebrates the values that define who we are.
James Schnetler
Founder of beyond beef
James’s deep love for the land and his passion for exceptional cattle and premium beef led him to build a fully integrated Wagyu beef supply chain. Today, he owns and operates two abattoirs, advanced meat processing facilities, crop and cattle farms, as well as a dedicated calf-rearing unit.
Guided by integrity, vision, and unwavering passion, James continues to shape the future of South African Wagyu. His experience, infrastructure, and hands-on approach ensure that Beyond Beef remains at the forefront of quality, consistency, and innovation in the Wagyu industry.
Our Ethos
Beyond Beef is more than a brand, it’s a promise and a philosophy. Every decision we make, every detail we perfect, is guided by one principle: integrity. From pasture to plate, we take great care to preserve the purity and authenticity of our product at every step.
We believe that what nourishes the body shapes the quality of life and the same truth applies to our cattle. Our animals are raised in open pastures for the majority of their lives, free from growth hormones and routine antibiotics, and cared for under the highest welfare standards.
Every part of our process is meticulously managed and fully traceable. Through our blockchain system, we uphold complete transparency through independent auditing, ensuring that the story of each cut of beef can be followed from the farm where it began to the plate where it’s enjoyed. For more info click here…
Our Mission
At Beyond Beef, our mission is simple yet powerful. The name itself embodies our vision — to go beyond expectations and set new standards for quality, transparency, and wellbeing. We are committed to ensuring that everything we do reflects these values.
Through continual innovation, advanced genetic research, and responsible farming, we strive to lead the Wagyu industry in South Africa with integrity and purpose. Our promise extends far beyond the farm gate: to provide our customers with wholesome, hormone-free, premium-quality beef that nourishes the body, celebrates life, and inspires better living.
We invite you to join us on this journey…