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Australian Cattle Council : Yearbook 2010
24 YEARBOOK 2010 CATTLE COUNCIL OF AUSTRALIA Priority areas of communication activity in 2010 are facilitating open dialogue between Cattle Council, SFOs and producers to achieve an effective voice at the national level to influence policy; building and maintaining communication networks to better deliver information and increase understanding among stakeholders of those key issues affecting beef producers' profitability; and, opening opportunities for youth engagement to foster strong and emerging leaders to direct our industry into the future. We take a resourceful and proactive approach to communications at Cattle Council. That is, recognising those areas of Cattle Council's business that require attention and harnessing opportunities to provide the solutions that will also build our capabilities. Communications at Cattle Council Priorities are set and actions are taken to build Cattle Council's capacity to respond to challenges and strengthen communication lines between producers, State Farming Organisations (SFOs) and the Cattle Council of Australia for an effective voice at the national and international level. A shift from email correspondence to an online members log-in forum, to debate sensitive policy documents, will help provide a more effective and timely response on pressing issues. The establishment of teleconferences with Cattle Council's members ensures that members are well versed at a staff level on Peak Council policies and activities. Fortnightly text-based topic updates and quarterly meeting summaries are also provided to encourage communication of Cattle Council activities throughout member producer networks. Cattle Council is initiating new avenues, such as online media, to extend its reach with regard to communicating ongoing activities and policy developments to producers and other stakeholders. These efforts will help improve understanding for Cattle Council directives and further raise awareness of the available channels by which producers can have a say. A future focus for Cattle Council is engaging beef producers in its activities at a young age so they are equipped with the knowledge to participate on a voluntary basis in driving the Australian beef industry forward. Succession planning is an essential element to any sustainable business and the national voice for Australian beef producers, echoed by the Cattle Council of Australia, is no different. The objective of a Cattle Council youth initiative is to promote the future involvement of today's youth in directing the future of their industry through early and positive exposure to State Farming Organisation and Cattle Council activities. The youth initiative will aim to package Cattle Council activities in an attractive format to young producers by engaging them in Council meetings that align with their specified interests. State nominees, selected by their SFOs, will meet like-minded beef producers, network with industry leaders and go in the running to win a national award that will increase their knowledge and capacity as Australian beef representatives. The national award will recognise the commitment, motivation and leadership potential of a young beef producer to direct the future Hamish Munro, mixed farmer from Cunmock, NSW and Cattle Councillor, interviews with WIN TV about Cattle Council and NSW Farmers joint producer seminars held at 'Dubbo Beef Spectacular', NSW.