Committed to good things At Coles, we partner with Australian farmers and suppliers who share our passion for meat, including where it comes from, and how it is produced. That's why all Coles Brand fresh beef is 100% Australian Grown with No Added Hormones. So, you can feel confident you're getting consistently great taste and quality every time. Cut guide:FILLET Extremely tender and naturally flavoursome, eye fillet steak is best cooked on a very hot grill and served rare with a sauce of your choice. Melt in your mouth goodness.