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...