Cattle Connect showcases new ways to drive value from Australian beef

03 Nov 2026

Cattle Connect 2026 brought the industry together to explore a more productive and profitable future for Australian beef, with Meat & Livestock Australia (MLA) sharing its latest research, insights and practical advice.

Hosted at Charles Sturt University (CSU) in Wagga Wagga, the Cattle Australia-led event attracted around 300 attendees over two days.

Interactive demonstrations showcased how modern technologies and better carcase utilisation can improve on-farm efficiency and yield, while insightful talks explored research, investment, regulation and other issues shaping industry.

Value-based marketing

A highlight was the value-based marketing panel, facilitated by MLA’s Group Manager Value Chain Adoption, Doug McNicholl.

MLA representatives Michael Lee, Miho Kondo and Dave Packer joined Doug to discuss carcase yield measurement and strategy, including how producers can use better information about carcase value to make management decisions and capture greater value through the supply chain.

The discussion also highlighted the thinking behind MLA initiatives such as SMARTBEEF.

Through a collaboration with the University of Adelaide, the project is helping WA producers use objective forecasting data to inform decisions about calving, nutrition and genetics, with the aim of meeting market specifications and maximising yield.

Program sign-ups remain open and ongoing.

The cuts making waves in foodservice

Another crowd favourite was a live cooking demonstration from MLA’s Product Business Development Manager and Corporate Chef Sam Burke and chef Jessie Hapuku.

The pair showcased cuts gaining traction across leading foodservice businesses, including Subway, Guzman y Gomez and Thung Thit, demonstrating the potential of chuck short rib and intercostals as premium proteins.

Thung Thit’s banh mi featuring slow-cooked Wagyu short rib has become Australia’s most expensive at $58, while Guzman y Gomez’s new BBQ beef rib filling is its first new filling in five years and coincides with the chain’s 20th anniversary.

MLA supported the development of these menu offerings through expertise in cut selection, butchery, and cooking innovation.

Looking ahead, MLA will continue to explore foodservice opportunities that showcase Australian beef and help drive demand and value.

Innovation driving a positive outlook

On day two, Managing Director Michael Crowley outlined how levy investments are being used across MLA programs to support productivity, build resilience and encourage beef consumption.

Michael joined industry peers Will Evans, Erica Halliday, Garry Edwards and James Carter for a panel discussion exploring both emerging pressures, including El Niño, and innovations such as landscape rehydration that can help producers manage risk and strengthen resilience.

The overarching message was optimistic: while challenges remain, innovation and emerging opportunities are giving the industry plenty of reasons for confidence.

Looking ahead

While Cattle Connect has wrapped up, another major industry event is just around the corner.

MLA Updates 2026 will be held in Townsville on 24 November.

The one-day event will provide an update on MLA's progress against Strategic Plan 2030 and explore the opportunities and challenges shaping the future of Australia's cattle, sheep and goat sectors.

For producers, MLA Updates is an opportunity to hear directly from industry specialists, ask questions, connect with other producers and take away practical insights to support their business.