GRASSFED beef is growing in popularity among American consumers.

And perhaps surprisingly it is been promoted as superior to “conventional” grainfed beef and a more healthy product than organic beef – at least more healthy than certified organic beef produced in the US.

Walmart, which operates a staggering 3401 stores across the US and is also one of America’s largest meat retailers, devotes a modest amount of shelf space to grassfed beef in addition to its main offering of grainfed product.

Utah-based Jones Creek Beef, which supplies a number of Walmart outlets including stores in Amarillo, Texas, pitches its product as an alternative to “conventional” grainfed beef.

“There’s a definite difference in how you cook grassfed vs. conventional meat,” the packaging reads.

Jones Creek Beef also takes a swipe at organic beef produced in the US, saying it is produced from cattle on a corn-based diet.

“Keep in mind that grassfed, and particularly grass-finished beef, is almost always preferable to certified organic,” the Jones Creek Beef website reads.

“There are two primary reasons for this: Most grassfed cattle are fed on grasslands with limited pesticides, fertilisers, and other harmful chemicals, and the animals will never see the inside of a feedlot. Hence it’s often comparable to organic even if it’s not marked as such. Most organic beef is still fed organic corn, which is what causes the myriad of health problems associated with eating conventionally raised beef. Grain diets create a much higher level of acidity in the animal’s stomach, in which E. coli bacteria can thrive.”