Exploring the potential of Indigenous branded beef products

11 May 2018

A collaborative project will explore the potential for bringing indigenous branded beef products and services to both the domestic and international market.

The new project - a collaboration between the Western Kangoulu Indigenous Group, University of Southern Queensland (USQ) and Meat & Livestock Australia (MLA) through the MLA Donor Company (MDC) - will examine the desirability, feasibility and commercial viability of indigenous branded beef products and services – as well as the development of a supply chain strategy for such products.

The impetus for the project was an indigenous branded product concept - marketed as “BlackFella Beef – Murri Yuri” and developed by Growing Central Queensland (GCQ) and Wangan Jagalingou and Western Kangoulu Indigenous Groups. 

Under the concept, indigenous groups will seek to leverage agricultural opportunities attached to native title negotiations to build a business structure to supports the local community.

Western Kangoulu Director Jonathan Malone said “through this project, we aim to demonstrate a business model that could support sustainable indigenous communities, employment, education and training outcomes. It also has the potential to enable future indigenous opportunities in the red meat sector and broader agricultural industries.”

USQ Professor Alice Woodhead said the University would collaborate closely with the Western Kangoulu Indigenous Group, to coordinate the delivery of supply chain strategy, new product development and economic modelling.

“USQ will work with the Group to establish the economics of indigenous herd quality and quantity and the value proposition for indigenous branded beef products. This will build capacity in Indigenous communities to manage additional beef enterprises and understand supply chain and market access,” Professor Woodhead said.

MLA Chief Marketing and Communications officer, Lisa Sharp said the project will be delivered through MDC’s Producer Innovation Fast Track program which works with producers to accelerate the development and adoption of innovation and capability that have the potential to significantly improve farm-gate returns and overall supply chain performance.

“This is about identifying and working with innovative producers and producer groups to develop their concepts and ensure we are building capability and value in our red meat industry,” Ms Sharp said.

“The focus on beef production systems, specifically with a branded product, clearly identifies the desire to reinvest in community development and provide capability building for the wider red meat industry in regional areas.”

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