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Feasibility study for developing an Indigenous branded range of beef products and services (Producer Innovation Fast-track)

Did you know MLA helped an Indigenous beef brand identify new products that could generate $4 million in sales?

Project start date: 20 March 2018
Project end date: 29 November 2019
Publication date: 19 December 2019
Livestock species: Grassfed cattle
Relevant regions: National
Download Report (13.6 MB)

Summary

The Western Kangoulu and Wangan Jagalingou Indigenous groups are developing agricultural opportunities to support a sustainable workforce in Indigenous communities.

This project was funded by MLA's Producer Innovation Fast Track 2019-20 pilot program and examined the desirability, feasibility and commercial viability of new Indigenous 'Blackfella Beef' products and services led by this Central Queensland producer group and land owners. This included their alignment with Indigenous culture, business development and employment across the value chain for their region.

This project identified that processing 2,000 cattle a year could deliver $4 million in additional sales for branded 'Blackfella Beef'. Focusing on a branded beef product supports Western Kangoulu and Wangan Jagalingou's desire to reinvest in community development which provides opportunities and builds capability in the regional red meat industry.

Objectives

This project explored the potential to develop Indigenous-branded Blackfella Beef products and services. This included developing a supply chain strategy, brand and marketing strategy and assessing the supply, product range, market and franchise opportunities.

Key findings

Co-investment and resource support from the University of Southern Queensland was a key part of this MLA Donor company initiative.

A website was established for Blackfella Beef to address consumers' desire to track product authenticity and learn about its origin through Indigenous storytelling.

A range of Blackfella Beef products and services were identified for potential target markets. The project's final report provides a breakdown of each, including:

  • ready-to-eat and vacuum-packed meals
  • protein balls/bars
  • bone broth/powder/collagen
  • stews/hotpots
  • tourism opportunities (Indigenous beef experiences)
  • Blackfella Beef cooking demonstrations (live or virtual)
  • Blackfella Beef bush food tours to show bush tucker
  • Blackfella Beef souvenir pack (spices, jerky, biltong, hat).


Shelf-stable products are the most economically feasible option for the Blackfella Beef brand (based on ingredients, processing, labour and packaging). Beef snack bars can have a retail value of $100-$150/kg and liquid beef broth can have a retail value of $14-$48/litre.

Benefits to industry

Blackfella Beef's vision is to recognise the 60,000 years of connection and interdependence Aboriginal and Torres Strait Islander people have for their land. Cattle for Blackfella Beef will be sourced from Indigenous properties where land is managed in a sustainable way, to provide for the local community, their culture and economy.

The Blackfella Beef brand is supporting the Indigenous community with an increase in:

  • employment for Indigenous people throughout the supply chain
  • the number of Indigenous social and profit-making enterprises
  • Indigenous entrepreneurial opportunities aligned with Blackfella Beef
  • improved education for Indigenous people through food, agricultural and logistics scholarships which support the development of the beef value chain.

MLA action

A preliminary Indigenous Edge MLA training program was developed and delivered to Western Kangoulu producers. MLA is reviewing the learnings from this module as part of the design of future Beef Edge programs.

Future research

Developing an Indigenous beef supply chain requires a consistent supply of quality beef year-round. Therefore, the next step would be to develop services that deliver property management and skills training to build up herds and processing supply chains for Blackfella Beef, along with marketing and launch programs to execute this branded beef opportunity.

More information

Contact email: reports@mla.com.au
Primary researcher: Univeristy of Southern Queensland