AgForce welcomes the Red Meat Advisory Council’s (RMAC) vision for a $57 billion industry in Red Meat 2030 strategy.  Red Meat 2030 is the many key topic at AgForce Cattle Board’s open industry event, What’s Your Beef , near Kingaroy, on 1st of Novemeber.

Previously known as MISP, an industry led ten year strategy to make profitable, environmentally sustainable, customer-focused red meat businesses that include cattle, sheep and goats.

Will Wilson, Cattle President led AgForce’s role in the strategy of Red Meat 2030. He said, “It is pleasing that all elements of the supply chain- from producers right through to processors and exporters- are continuing to work together for the betterment of the sector, rather than in competition. There are many positives in the Strategy, including a user-led approach that will improve extension and adoption of best practice, better bio-security and food safety, improved market access, and welcome acknowledgment that d=safeguarding the environment is not only the right thing to do but makes good business sense.”

Alan Rae, AgForce Sheep and Wool President, however says on the contrary, commending much more focus on the consumer. He said, “Genuine two-way communication with customers will ensure a better understanding of their preferences, enabling us to provide a superior consumer experience, and an appreciation of their perceptions of red meat.”

On the other hand, Mr.Wilson says the downside fo the chain approach are the producers, despite being important to the industry and paying the levies, have not been recognised in the strategy. “We believe that the inadequate acknowledgment of producers’ critical contribution in Red Meat 2030 was a result of the unsatisfactory engagement process undertaken by RMAC.”

“We clearly need to do more to ensure our concerns are addressed during implementation of the strategy and in any future iteration. It was largely due to the persistence of AgForce, representing Australia’s largest grass-fed cattle industry, that Queensland producers were able to influence the strategy as much as they did.”

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