The Didsbury family first bought the property in 1877. Guy is the fifth generation on Pirinoa Station. Guy came home to the family farm in 1997 and became manager in 2004. In 2009 he became majority shareholder.

The property is predominantly lamb finishing, with some breeding cows and trading and finishing cattle including Wagyu. There is also some cash and forage cropping.

Guy sees a large upside in First Light compared to the normal beef market. The decision to become part of First Light was predominately an economic decision and Guy sees more potential through the First Light system that traditional prime finishing.

Animal welfare is an integral part of everyday business on Pirinoa, and Guys says that this should be second nature to every farmer. All animals should be well fed and looked after in the best way possible. Provenance and Pirinoa go hand in hand. Guy believes that sustainability is also something very important on Pirinoa. The land should be left in a better condition that when we took it over for our future generations to use. He also sees economic sustainability as a critical part of the business. “We wouldn’t be doing it if it was not economically sustainable.”

“If Wagyu is not the healthiest beef in the world, what is?”