UNIVERSITY of Technology Sydney adjunct professor Craig Davis threw down the gauntlet to Australian beef producers at the start of a week that showcases the best the industry has to offer, telling them they suffered from a “supermodel syndrome”.
Mr Davis, whose career includes advising some of the world’s biggest creative agencies, was the opening speaker at the beef industry symposium at Beef Australia 2015 in Rockhampton on Monday.
“For all your successes, it’s a shame you are still taking prices,” he said.
“There is no clear brand platform for you to work with.”
Rather than assuming Australian beef’s natural gifts and proximity to Asia will translate to automatic markets, he said a Helen of Troy attitude of thinking smart would serve people better.
As well as slicing through the morass of 93 agribusiness bodies to make better direct connections with consumers hungry for stories of the provenance of their food, Mr Davis said the industry should think better rather than bigger, and learn from the luxury business to capture premiums.
“Luxury brands have an obsession with craft and artistry,” he said.
“The equivalent of fashion’s haute couture, high beef – what will that look like?”
It is all about the story, according to Mr Davis, to make connections with people’s hearts, the element that wants to care for their families.
Just as important is their propagation need, or the desire to find a mate that can take care of them.
Beef could position itself in this market, he believed.
“The best thing Australian beef can do is differentiate itself from everyone else,” he concluded.
“The future is bright if you design your own future.”
Sally Cripps
Journalist
Journalist
