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Development of Integrity system to connect International Consumers with Australian red- meat for increased value.

Project start date: 20 April 2018
Project end date: 19 April 2019
Publication date: 20 May 2019
Livestock species: Sheep, Goat, Lamb, Grassfed cattle, Grainfed cattle
Relevant regions: National
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Summary

The purpose of this project was to understand how the development of digital integrity systems connect Chinese consumers with Australian red meat for increased value.

A design led innovation method was adopted to explore the problem and to converge on practical business outcomes to share with the Australian red meat industry. This involved an intensive innovation sprint to explore opportunities and challenges, together with a China pilot across three different sales channels.

Findings from the project include:

  1. value propositions for digital integrity systems from the Chinese customer perspective,
  2. odentification of three different business models and their implications for Australian companies seeking to implement digital integrity systems, and
  3. a commercially viable solution for digital traceability to extend beyond an identified primal pack. The results have significant practical implications for growth-oriented Australian red meat companies.

Benefits to industry

  • The importance of integrating digital integrity systems into robust business models
  • Identification of premium Chinese markets willing to pay a premium for digital integrity systems
  • Discouraging a 'silver bullet' approach or bias toward specific technology solutions
  • Commercial implications for Australian red meat companies when their product integrity is compromised
  • Building low-cost digital integrity system prototypes for trialling, prior to investing in more expensive commercial systems.  
     

Australian red meat companies that are looking to establish digital integrity systems should investigate whether they may be able to successfully partner with Chinese companies who adopt niche business models. As these business models are niche they may be low volume but attract a premium.

More information

Contact email: reports@mla.com.au
Primary researcher: Greenleaf Enterprises Pty Limited