More than a decade ago the brand was launched by the Maconochie family from Dunkeld, and in 2008 it took out the grain-fed class in The Age's Epicurean Battle of the Beef Eaters competition.

It is now used by about 200 of Victoria's leading restaurants including Jacques Reymond Restaurant, Grossi Florentino and Pearl in Melbourne, and The Royal Mail Hotel in Dunkeld.

It is also available through selected butchers in Victoria, along with a number of farmers' markets in Melbourne and regional areas.

Hopkins River Beef director Adam North said about 15,000 cattle - predominantly Angus - were marketed through the brand each year as either yearling grassfed product or grain finished in the company's Macarthur feedlot for 110 days on a ration of almond hulls and assorted grains.

He said it was exciting to be able to supply the brand into Adelaide in response to strong inquiry.

"It's become fairly evident that Adelaide, along with the rest of Australia, has been bitten by the 'foodie' bug, and I think that our 'paddock to plate' product will be well received by chefs and the public alike.

"Our aim has been to create a brand which you could eat at a high-end restaurant, and then also have the same quality steak at home on a Monday night with your family," he said.

With the business in close proximity to the South Australian border, Mr North said Adelaide was a logical step in the brand's nationwide expansion which would also include Sydney later in the month.

* Full report in Stock Journal, May 13 issue.