LINKING the characteristics of Australian beef that fit with the diverse and evolving consumer demands coming out of Asia will be key to securing the most lucrative premiums over the coming decade.
That’s the way leading food scientists see the opportunities shaping up from the enormous wealth growth occurring on our northern doorstep.
The work coming out of the innovative Centre for Nutrition and Food Sciences points to a need to think “fork to farm” as far as Asia is concerned.
The centre’s director, Professor Mike Gidley, describes the concept as leapfrogging to consumers and working backwards.
It is something he plans to discuss in detail with producers at the Food Heroes event in Central Queensland.
The Brisbane-based centre is part of the Queensland Alliance for Agriculture and Food Innovation, a joint venture between the Queensland Government and the University of Queensland.
It’s aim is to highlight the opportunities for agriculture to develop premium food products by understanding what consumers want, how foods can be made more nutritious and having value based on Australian provenance.
“We believe we should focus on where Australian beef has a distinct characteristic that fits with the eating qualities sought by any of a range of Asian consumers,” Prof Gidley said.
“Australia can only produce export food for around 30 million people but our opportunity is to find the 30 million looking for premium experiences, so we are selling at a point that gives our producers the best return.”
Australia’s natural advantage as a preferred source of food means if our beef can be presented as distinctive, premium positioning can be justified, according to Prof Gidley.
“At the moment, that preferred status is to do with our safety record and our ability to provide food without any risks,” he said.
“We need to do better in terms of telling that story.
“The challenge is to connect the consumer interest with where their food comes from with a persuasive story about Australian beef.”
One of the aims of food science is to be more effective in differentiating the meat eating quality, according to Prof Gidley.
“The focus in the past been on the eating quality of steaks but in many Asian cuisines the meat is the flavouring rather than the centre of the plate,” he said.
“Rather than taking the Western approach of cooking meat separately, in most Asian cuisines it is mixed in, typically in one pot.
“So the quality we judge a steak by may not be the optimum quality for diverse cuisines across Asia.”
Shan Goodwin
Shan Goodwin steers ACM’s national coverage of the beef industry. Shan has worked as a journalist for 30 years, the majority of that with agricultural publications. She spent many years as The Land’s North Coast reporter and has visited beef properties and stations throughout the country and overseas. She treats all breeds equally. Contact 0427686187. E: s.goodwin@austcommunitymedia.com.au
Shan Goodwin steers ACM’s national coverage of the beef industry. Shan has worked as a journalist for 30 years, the majority of that with agricultural publications. She spent many years as The Land’s North Coast reporter and has visited beef properties and stations throughout the country and overseas. She treats all breeds equally. Contact 0427686187. E: s.goodwin@austcommunitymedia.com.au
