LET’S TALK BUSINESS - Carrying the Obi name

Jake and Dan had a problem.

Jake and Dan had a problem. 

Despite living and farming in what they see as some of the best grazing country in Australia, they were frustrated by how hard it had become for local families to buy genuinely local premium beef directly from the people producing it. 

Too often, beef promoted as “local” simply wasn’t produced locally and had travelled  hundreds of kilometres through complicated supply chains before reaching consumers. 

The connection between farmer, food and community was disappearing behind marketing and unclear sourcing. 

That frustration led to the creation of Obi Pasture Co. 

Founded by the two Maleny locals, Obi Pasture Co. was built around provenance,  transparency and keeping local food connected to local people. Their cattle operations are connected throughout the Obi Obi Creek system in the Maleny region, with a shared belief that some of the best beef in Australia should come from, and stay connected to, the country and community that produces it. 

Dan Cork is a fifth-generation beef and dairy farmer whose family has farmed locally for generations, while Jake Sullivan is a long-time Maleny local with a passion for beef cattle farming and agriculture. 

For Jake and Dan, provenance is simple. If it carries the Obi name, the cattle must be raised locally throughout Maleny and the surrounding hinterland on the mountain. 

Their cattle are raised and finished on soft seasonal pasture country with a focus on  quiet cattle, low-stress handling, regenerative farming and maintaining strong nutrition.

They intentionally grow their cattle out longer than many commercial systems, believing the extra time improves flavour, consistency and eating quality. 

“There’s a lot more to quality beef than just putting cattle in a paddock,” Jake said. 

Jake and Dan are also heavily involved in local sporting clubs and community groups.

Obi Pasture Co. proudly sponsors the Maleny Rangers Soccer Club and supports the Maleny Show Society, two organisations close to their hearts. 

“Rather than hiding behind a gate, website or social media profile, we want locals to  visit the Farm Shop at Witta, meet their farmers and see where their food comes from,” Dan said. 

“People can stop in and buy anything from a couple of steaks to a simple pack of mince.” 

The Farm Shop is open Thursdays and Sundays from 9–11am, every third Saturday morning of the month, or customers can order anytime through obipastureco.com.au.

Every Friday, Jake and Dan deliver free throughout Maleny and the surrounding  hinterland, with curated packs, bulk 1/4 and 1/2 animals, or custom orders built to suit local families.