Where are the beef cheeks? That's the number one demand coming from consumers according to one of Australia's biggest supermarkets.

Steven Rennie is the national livestock manager for Coles Beef. The retail giant says they prefer to work with family farms and businesses citing the ability to build meaningful relationships with their suppliers and a commitment to quality and consistency.

Coles processes over half a million head of Australian cattle annually and as he told podcast host Jayne Cuddihy, it's important to him that his buyers are in the drafting yard when they are selected.