Beef Branding in Australia
At the time of the Award Rebecca Arnott was National Brand Manager for the Australian Agricultural Company’s branded beef products.
With beef consumption, until recently, within Australia declining, the advent of branded beef complete with a stringent set of standards, underpinned by Ausmeat and Meat Standards Australia, has helped turn consumption around and has helped the major pastoral companies and producer groups value add their product and retain greater control of the value chain.
Rebecca’s vision is to be part of a true beef industry supply chain alliance where all players are working towards the common goal of increasing red meat consumption, through consistent quality and quantity branded product.
Her project was to investigate the branded beef market, in the retail and food service sectors, in the United Kingdom, United States and Japan. Key areas of investigation included supply chain management, product differentiation, packaging, labelling and presentation, in supermarkets, butcher shops, hotels and restaurants.
The study tour Rebecca undertook provided her with a greater understanding of Australia’s biggest beef export markets and the importance of branded beef within those markets, with the expectation of identifying new opportunities for Australian branded product, along with new contacts, knowledge and expertise.
Rebecca met with numerous people involved in the red meat industries in Japan, the US and UK, including retailers and wholesalers and food service industry executives, along with customers and chefs and Meat and Livestock Australia overseas managers. She also attended and supported customers at a major food trade show whilst in Japan.