Droughtmaster Australia's launch of its new marketing strategy brought together stakeholders from all parts of the beef supply chain at The Pineapple Hotel in Brisbane on Friday night.
Celebrating the breed as one of Australia's Natural Wonders, guests got to experience the beginning of the 'Our Story' campaign which sees the society urging people to ask for Droughtmaster by name at their local pub or butcher.
Droughtmaster Australia general manager Simon Gleeson said now was the time to take the breed to the people of Australia.
"We are asking Australians up and down the beef supply chain to embrace our breed," he said.
"This means more breeding by cattle farmers, more butchers, hoteliers and restaurateurs buying and selling Droughtmaster beef, and more of the public asking for Droughtmaster beef when they dine out or shop.
"We are thrilled that iconic pubs like The Pineapple as well as many others across Queensland proudly serve Droughtmaster, and that Brisbane Racing Carnival is showing Droughtmaster on their menus, and we look forward to celebrating more milestones over the next few years."
