Maui cattle ranchers are promoting their beef with a new label and a publicity campaign to encourage local consumption.

Six Maui ranches with 60,000 acres have joined to produce a local product that emphasizes the Angus breed, with no artificial ingredients, growth stimulants or antibiotics.

Maui Cattle Company Managing Director Alex Franco says he wants island residents to start eating more higher-quality locally grown beef, rather than imported beef.

Franco says all Maui beef can be traced from the farm to the plate.

The cattle graze Maui pastures and are finished at a feedlot in Waikapu, where they fatten on cane tops and grain.

Maui Cattle claims its beef retains more vitamins than conventionally produced Mainland beef.