AGRICULTURAL programs in schools and beef promotional material sent to doctors offices are just some of the ways the US beef industry is informing consumers about the value of their product.This comes as Cattle
Australia Chair and AAM Managing Director and CEO Garry Edwards told a Beef Australia seminar at Rockhampton, Queensland today that producers must get “comfortable having uncomfortable conversations with people (they) don’t know”.
These calls for producers to share the sustainability of beef and beef production come as both the Australian and US industries navigate a proposed new rule for products – including beef – exported to the European Union.
The new rule requires exporters to ensure the land on which they produced the exported product has not been subject to deforestation or forest degradation since December 3, 2024.
Visiting from the US National Cattlemen’s Beef Association President Mark Eisele told the crowd that “we have an entire generation of kids who think that milk and meat were made in the back of the grocery store” and teaching consumers about the sustainability of beef came down to education and the industry providing information.
He insisted that this was a way to counteract negative perceptions of the industry and criticism about how beef producers manage land.
Joining his US counterpart on stage, Cattle Australia’s Garry Edwards echoed this sentiment and called on beef producers to share their stories and concentrate on promoting beef to domestic consumers.
“We are in a situation where we have got people in urban Australia who simply don’t understand what it is that we do on our land with our livestock and they listen to the rubbish that is manufactured and perpetuated by others because we are not filling that (information void),” he said.
Building a Ridgeback®: The benefits outweigh the cost. The results of the Rangers Valley trial, where partially covered housing in the final 100 days boosted cattle performance – as presented by Dr Melissa George at BeefEx’s R&D session.
ONE global food integrity expert has praised Australia’s feedlot quality assurance program, crediting it for market access benefits and assisting the entire global beef industry’s social licence.
