W.VPG.2101 - Vietnam Traditional Beef Value Chain

Summary

A key KPI under the LEP AIP 'Consumer Transition Program of Work' is to develop examples of different models that create points of difference for Australian livestock as well as developing a consumer model that allows differentiated Australian beef to be sold in traditional channels.
This consumer-led program is creating opportunities for market sophistication which improves resilience of the industry to competitors and changes in availability and price factors.

Objectives

• Differentiate locally slaughtered and processed Australian live cattle in the market.
• Support to develop, distribute and communicate value of locally processed Australian beef by establishing a meaningful point of difference to competitors and consumers.

Key findings

Urbanisation leads to a change in consumer preferences, with less time for shopping and increased demand for convenient, easy-to-cook, packaged fresh food. There is also increased emphasis on food safety. These factors are driving middle and high income households toward modern trade for fresh food, as it is perceived to have better food safety.

Benefits to industry

• Identifying value within the traditional channel will unlock a significant market growth opportunity for live export cattle.
• Study will identify the feasibility, desirability and viability of different opportunities and will inform next steps – who and how to engage with commercial companies.
• Commercialisation of insights will allow streamlining of the supply chain through direct marketing and will ensure profitability of downstream business units.