Territory Stories

Year in review 2016-2017, Northern Territory Cattlemen's Association

Details:

Title

Year in review 2016-2017, Northern Territory Cattlemen's Association

Collection

Northern Territory Cattlemen's Association yearbook; Reports; PublicationNT

Date

2017

Description

Made available via the Publications (Legal Deposit) Act 2004 (NT).

Language

English

Subject

Livestock -- Northern Territory -- Periodicals; Beef cattle -- Northern Territory -- Periodicals; Ranches -- Northern Territory -- Periodicals

Publisher name

Northern Territory Cattlemen's Association

Place of publication

Darwin

Copyright owner

Check within Publication or with content Publisher.

Parent handle

https://hdl.handle.net/10070/304642

Citation address

https://hdl.handle.net/10070/363392

Page content

Indonesia & Vietnam - Risks, Opportunities and Tactics see some form of differentiation, because at the moment there is none. For the consumer its guess work but they do want to know the difference. 2. Red Meat Partnership v Working Groups: I need to emphasise the importance of something like the Red Meat Partnership, which is a $60 million bilateral investment by our government into the meat industry in Indonesia. This allows the bridging to continue between all levels of relationships, which has also allowed us to send out tactical working groups, or response teams, when required. I need to compliment the people who have continued to build on the infographics and information circuits (see Diagram 1) that can allow information to be understood at all levels for some of the arguments weve had to put forward, e.g: feeders vs breeders. Australia has a natural advantage for being a breeder of cattle and Indonesia has a natural advantage for being the feeder. We need to keep amplifying this message all the way along the chain. This can only be done if you simplify the message and continue to state your position. The recent increased weight specs of 450kg and increased ages to 48 months, along with open permits, is a win for the NT. These are big changes from where we were last year and theyre the responses of ongoing work between service providers like Livecorp, MLA, and tactical working groups that have been up there driving those changes. These wins have been a result of years of work but there are still ongoing challenges: the 50,000 breeder program; the 120 days on feed that make our 450kg animal more viable; and the 5:1 ratio. We will present reasoned arguments to our counterparts in Indonesia through the Red Meat Partnership and other bridges in Indonesia to make it workable for you and for Indonesia. When dealing with Indonesia remember that we must presume that were not just there for commerce. Everything that we can do to show were valued partners in a chain through training and otherwise is important. Strategies such as centers for excellence so we can combine training with partnerships in these countries is critical so that the governments see us doing more than India or Brazil to maintain our platform. 3. Global Value Adding: The global hub of halal is another tactic which is a long-term call, but where halal business is going and what the changes within MuI and the Ministry of Religion in Indonesia are saying is that Indonesia has a long-term intent on returning the investment further than just cattle being disembarked at final beef value, but looking at whether they can compete with other halal regions to get product in. We have to be looking at that space so that our chilled beef thats going to the market is doing more than just providing local sausages through retail but looking ultimately with linking with supply chains that can go further afield. We do this already with Japan, America and China so that we can link into the taps that re-export, and this will add value to our industry because they look at us as the integrity supplier. 4. PR & Social Media Strategy: How we continue to get this information out is through PR and the growing scale of social media. An example in food service lineage is the Meat in Motion Strategy, that very quickly went viral in Indonesia with 704,000 views on social media (see Diagram 2). Theres still a lot of work to get out the wonderful messages about what our industry is doing and we need to get better at it and focus broader in Indonesia so that were not just talking to our own. In Asia the McDonalds restaurants have to put up signs telling people theyre full; they have too many customers. I think our mantra should based around this, that we should aim to keep exporting until every one of our markets are full. But, beware, each of our competitors wants to do the same thing. We will have price competition and political fluctuations along the way. The key thing is that we keep our focus on our quality, market access and point of difference when were in those markets. NTCA YEAR IN REVIEW 2016/17 81


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