The Beef industry had an opportunity to establish itself as luxury brand, a speaker at the Beef Australia 2015 in Rockhampton said on Monday
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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”.
“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.
- Read more: Queensland Country Life