This study investigates the potential for development of a regional environmental certification scheme through which beef producers in northeast Victoria, who were employing a high standard of environmental care, produced premium quality beef that could attract an improved financial return over regular market prices. Beef producers, butchers, domestic consumers and the restaurant industry were surveyed to identify the level of interest in the community for organic food and ‘clean and natural’ beef. Beef producers were further surveyed to identify their views on some elements of sustainable agricultural production. The findings conclude that there is a potential niche market for ‘clean and natural’ beef in Northeast Victoria. A certification scheme for ‘clean and natural’ beef could utilise existing quality assurance schemes such as Livestock Production Assurance Program, Meat Standards Australia and Environmental Management Systems to demonstrate food quality and environmental management credentials.