TikTok star Max the Meat Guy is using his platform to promote ethically-raised beef

On TikTok and YouTube Shorts, Max the Meat Guy serves up the juiciest, most tender cuts of beef. Now, the Boston-based creator is sharing the secret of his red meat mastery: Ethically-raised cows.

Max, whose real name is Max Greb, is the new spokesperson for Silver Fern Farms. Across a series of commercials, Greb touts his brand partner as a wise choice for conscious consumers who care about the source of their meat. Silver Fern is the largest exporter of red meat in New Zealand, and as Greb tells it, the Kiwi company’s humane farms produce better-tasting beef and lamb.

The ad campaign, titled Delicious Starts Here, touts Silver Fern’s status as a Zero Net Carbon Beef producer. That statement may not mean much on its own, but Greb provides the context that qualifies Silver Fern’s green practices. In one of the commercials, he calls a Kiwi farmer to ensure that Silver Fern’s grass-fed cattle are eating a proper diet.

Silver Fern recently arrived in the United States thanks to a deal with Midwestern chain Jewel-Osco

, and it is hoping that its short-form endorsement will convince American home cooks that its meat is of the highest quality. “We want US consumers to see the commitment and passion of our farmers and the management and care they provide at every point of the process,” said Nicky Cummerfield, Head of Global Marketing at Silver Fern Farms, in a statement. “This makes Silver Fern Farms the future of delicious grass-fed sustainable red meat.”

Greb’s prominence on TikTok and YouTube Shorts is convincing food brands to seek out his support. He made it into our U.S. Top 50 chart earlier this year after receiving 72.8 million YouTube views in a single week. That made his channel the 49th-most watched hub in his home country.

To watch all the spots from the Delicious Starts Here campaign, head over to the Silver Fern YouTube channel.