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Limited edition homewares collaboration to showcase paddock to plate journey of Australian beef

Published 16 April 2024

Media Release

One of Australia’s leading homewares brands, In The Roundhouse, has collaborated with Beef Australia to create a limited-edition collection to celebrate the journey of Australian beef from paddock to plate.

In The Roundhouse is a lifestyle brand imbued with a clear vision: to create unique, modern and memorable homewares that will be loved for years (and meals) to come. The In The Roundhouse X Beef2024 range features a stunning, cattle-inspired design capturing the tones of beef (pink),  grass (green), yellow (sunshine) and sky (blue) – from which Australia’s premium beef and agricultural produce can be enjoyed.

Beef Australia Director, Jess Webb, said the collaboration, an initiative of the Beef Australia Board, created a timeless souvenir and showcased the importance of the cattle industry for those who appreciate style, fine homewares and the provenance of food.

“We’re very proud of this unique set of four plates, not just because they are a contemporary and unique reimagination of the traditional souvenir plate, but because we believe they can take pride of place on tables in homes across the nation – from the inner city to the bush,” Mrs Webb said.

“Beef brings people together, be it over a family meal, a barbecue, or Sunday roast, and these plates capture this sentiment in a fresh, contemporary and tasteful way.

“In The Roundhouse is a coveted homewares brand and our hope is this collaboration will connect us with consumer audiences through the artistry that has gone into creating their plate and the rich story behind the food they are eating.

“We are expecting the collection to particularly resonate with those within the beef industry who visit Rockhampton every three years for Beef Australia, in what is now unquestionably one of the most significant livestock expositions in the world, celebrating all things beef.”

In The Roundhouse Co-Founder, Brooke Bickmore-Bridges, said the plates’ modern, illustrative design had been inspired by cattle grazing within vibrant rangelands.

“We know our Australian producers work hard to provide some of the most safe, nutritious and delicious beef in the world and we’re proud to have worked with Beef Australia, and Sydney-based artist Chesca Athas, to bring this collection to life,” Ms Bickmore-Bridges said.

“This is a unique collaboration for us, and one we feel is important given the intrinsic connection farming has with what each and every one of us see on our tables.”

To order your set of four In The Roundhouse X Beef2024 plates go to https://intheroundhouse.com/pages/beef-australia

ENDS

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