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Australian Cattle Council : Yearbook 2015
YEARBOOK2015 CATTLE COUNCIL OF AUSTRALIA 67 Meating Producers & Consumers Expectations: 2015 in the Queensland cattle production sector Industry organisations are challenging things especially in the business of beef production. Youare at once the interface with your members, governments, industry and the consumers, shoppers, voters and taxpayers. 2015 has been very much defined by AgForce rethinking these relationships. Our inspiring keynote speaker at Beef Australia said it best – it’s not that consumers don’t like us – they just don’t know us. For too long we have been telling consumers what we thought they should know rather than foster a culture of truth, trust, transparency between beef producers and the community at large. Reaching out to the Queensland community as the critical mass we need to get key regulatory and consumer issues over the line has been front and centre to AgForce core business. ‘Friends of Ag’ a grassroots community and crowdfunding campaign was launched the Exhibition with a major presence in the consumer area of EKKA. Building on this was identifying key foodie influencers in Queensland’s digital and social marketing community. Our list of impressive partners thus far include Platinum Primary Producers and Stay at Home Mum helping bring ag stories to the city. Working to demonstrate our community credentials and high levels of environmental and ethical beef production continued, actively partnering with organisations like the Royal Society for the Protection of Animals (RSPCA) Queensland in events and promoting continuous improvement in production businesses by encouraging participating in the Grazing BMP. Better servicing our principal investors and our most important stakeholder – our producer members – was something else we strove to deliver in an entirely different way. We reached over 2, 000 unique producers in a series of tailored digital and in person events on beef production – from a series of Beef Marketing Workshops throughout Charleville, Toompine and Quilpie, Innovation in the Live Export Trade: Focus on South East Asia, Beefing up Our Policy throughout Central Queensland, events at Beef Australia 2015 and a series of well attended and viewed Beef Webinars as well as streaming and recording events for the first time in AgForce’s history. Building on the theme of creating real value, AgForce also signed Toyota as a platinum partner offering AgForce members an exclusive discount up to $4,000 per vehicle. Forging relationships with the newly elected Labour government in early 2015 continued to be a priority and working on a suite of regulatory issues that continue to affect business conditions for primary producers from For the first time too, the beef industry in Queensland started working on a regional basis to flex our collective muscle as a beef industry – 8 billion dollars from paddock to plate, 90 per cent of Queensland’s land mass; and thousands of jobs. It has been a pleasure getting real outcomes in liaison with our supply chain partners. Progressive and positive reform in the area of road and rail investment, tick zoning, preg testing for export and biosecurity are all imminent in partnership with the new Government and we look forward to delivering these suite of reforms to our members. Lastly, providing critical support and oversight to our various industry bodies at a Federal level has always been a critical part of AgForce’s work. We have been actively working on reform to the research, development, extension and awareness cycle; and ensuring that grass fed levies are well managed to provide value directly back to producers. At AgForce Cattle we aspire towards a progressive and profitable beef industry; and achieve results for producers that transcends both good and bad seasons. Thank you to our producers for their continued support and our staff for their passion and expertise. May we continue to improve the way we ‘meat’ both our producers and consumers expectations in 2016 and beyond. BIM STRUS AgForce Cattle President