It’s no doubt the Australian beef industry has seen renewed life in 2016 but some producers are concerned complacency could burst the current beef bubble.
Sam Jerrard, Robinson Creek, Taroom, said sudden changes in momentum within the national cattle market was proof prices weren’t “set in stone” and the key was for producers and processors to keep pace.
“If we bury our heads in the sand believing we’re at the top we risk losing markets because the global demand for beef is always changing,” he said.
“The biggest challenge for Australian cattlemen is following their product through to the end consumer.”
Mr Jerrard said if producers had access to feedback throughout the supply chain their chances of supplying suitable, in demand beef were increased.
“When cattlemen start to get up in numbers it’s obviously more difficult to keep track of each animal and know for certain which beast performed well and which beast performed poorly,” he said.
“Paddock to plate tracking needs to be taken much more seriously by all parties from the minute a beast loads onto a truck to when he’s boxed and exported.
“Accessing this information arms a producer with knowledge on what he has to do to make sure consumers wants his beef more no matter where they are in the world and right now this is where we’re falling short.”
Mr Jerrard said he was proud to be an Australian beef producer and to have seen the industry grow and develop over the years, but he was not blindsided by the fact the industry was wrought with highs and lows.
“Australian cattlemen have concentrated on growing meat and nothing else and at the moment they’re being rewarded,” he said.
“Good marketing opportunities and strategies increase the likelihood of strong prices remaining and I see this as a gap for producers at present.”