In a shocking development for the meat industry of Australia, the supermarket chain of Coles has announced that it will not be selling beef that has been prepared by the inclusion of growth hormones. The latest announcement could lead to beef prices soaring from the roof, as people keen to buy the hormone free beef will be making a beeline for Coles. It needs to be pointed out here that around 50% of the beef produced in Australia is developed by injecting cattle with hormone growth promotants.