Taking an ‘outside in’ approach to how we do things is essential to our progress. We play in a global market place and the direction we take, now more than ever, is relevant to what’s happening outside our world of manufacturing. We will continue to invest in market research to extract insights that can be translated to red meat manufacturing: product development, branding and communications.
We will continue to invest in market research to extract insights that can be translated to red meat manufacturing: product development, branding and communications.
Australian Beef Language White Paper
To view the Australian Beef Language Review White Paper, click here.
The Australian cattle industry (CCA, ALFA and AMIC) requested a R&D project that provides a white paper to inform industry on how future developments in science and technology and our growing understanding of consumer and customer requirements can shape the Australian beef trading language.
The existing beef language predominantly describes visual appearance or source animal attributes; there is an argument that this may transition toward description of an end result directly reflecting consumer value in addition to traditional physical specification. The end result may be a single comprehensive beef language; a "family" of beef languages used by producers, processors, traders and retailers; or purely standardised data exchange formats.
In summary, the white paper should consider existing and potential new descriptors (objective and subjective) at each stage in the red meat pipeline, covering production, processing, wholesaling, retailing, consumption and future societal and government requirements. It should develop a range of options, test those against a diverse range of trading situations, and then propose a preferred option for industry consideration.