Our Story

The story began almost a century ago when Trevor Lee's grandfather, Henry Lee, established a small earthmoving business in Queensland in the 1920s. What started with a single truck and a determination to succeed was expanded by Trevor's father, Norman Lee, into one of Queensland's largest privately owned earthmoving and transport businesses.

Through hard work, courage and a willingness to embrace opportunity, the Lee family built a reputation for challenging convention and thinking differently. Trevor Lee carried those values into a new industry. After working on cattle stations throughout western Queensland as a young man, he recognised opportunities that others could not see.

Rather than accepting the traditional ways of doing business, he set out to create a model that delivered consistent quality, greater efficiency and, most importantly, a stronger connection to the customer.

In 1968 Trevor travelled to the United States and discovered a thriving feedlot sector. Inspired by what he saw, he returned to Australia with a vision to build a fully integrated beef business that could control every stage of production, from paddock to plate.

That vision became Australian Country Choice (ACC), pioneering vertical integration in the Australian beef industry and setting new standards for consistency, quality and supply reliability.

Long before supply chain integration became common practice, he was building direct relationships with major customers and creating systems designed to deliver reliable, consistent products year-round. The principles that guided the business were simple: never stop improving, never compromise on quality, and never fail to supply a customer who depends on you.

While Trevor's contribution has been transformational, the growth of ACC is equally the story of Keri Craig Lee OAM. Keri and Trevor married in 1986, Keri has played a fundamental role in shaping the business, its culture and its long-term success. An accomplished businesswoman in her own right, Keri brought exceptional leadership, strategic thinking and communication skills to the organisation. 

Under Trevor and Keri's leadership, ACC has grown from Brindley Park, a single 13,000-acre cattle property, into a leading privately owned, vertically integrated cattle and beef business. Today, the company operates more than four million acres of high-quality strategically placed grazing country, three feedlots and a state-of-the-art export processing and value-adding facility situated in the Port of Brisbane precinct, supplying customers across Australia and around the world.

Trevor in 2021, in recognition of his visionary leadership in establishing one of the world's largest privately owned, vertically integrated cattle and beef businesses. And Keri was inducted in 2025, for her contributions to Queensland fashion. Keri and Trevor were the first married couple to be inducted into the Business Leaders Hall of Fame for success in their own individual businesses. 

Anthony Lee serves as CEO of ACC, leading the business into its next chapter of growth and innovation, while Michael Lee contributes as a Director and oversees several developing business interests across the broader group. Trevor and Keri's younger children, Harrisson and Cartier, are also helping shape the future of the family's enterprises, bringing fresh perspectives.

It celebrates three generations of vision, resilience and innovation, while honouring the people, land and customers who have been part of the story along the way. Every animal, every relationship and every decision reflect the same commitment that has guided the Lee family for generations: to create exceptional beef experiences and leave a lasting legacy.