Value Chain Analysis For Australian Grass - Fed Beef Production Executive Summary

Effect of market consolidation on the red meat processing sector
Submission 1
Ashley Sweeting
University of Tasmania
Australian Grass-‐fed Beef Value Chain Analysis

Value Chain Analysis for Australian Grass-‐fed Beef Production

Executive Summary
This paper is aimed to give an insight into the potential opportunities and challenges
within the grass-‐fed beef industry. Increased global demand for protein, especially with
increased wealth in Asia provides opportunities for the Australian beef industry. The
disease free status and traceability of Australian beef along with efficient production
methods and the clean green image of Australian agriculture provide opportunities to
add further value to the Australian beef industry. Grassfed beef has the potential to be
marketed as healthier, tastier and more environmentally friendly beef and this study
aims to examine how that value can be captured.

This paper will especially focus on the physical supply chain, communications and
collaboration, governance and where value is generated.

Traditionally high levels of opportunism by both processors and producers have
categorised the Australian grass-‐fed beef industry with the uncertainty created by the
constant threat of drought in Australia exacerbating the negative impact of opportunism
on the industry. A lack of collaboration and communication amongst value chain
participants has led to opposing boom and bust cycles for producers and processors.

The Australian beef industry has long production lead times, price uncertainty, low
margins and a highly variable supply and quality of primary inputs (pasture) providing
valuable opportunities for participants prepared to collaborate. The benefits of
improved collaboration are visible when looking at a number of companies who have
development higher value premium products such as certified grass-‐fed, organic and
breed specific beef. These companies have created greater value and reduced price and
climatic uncertainty throughout the value chain through better integration and
communication from producer to consumer through both collaboration and vertical
integration. In addition these innovative companies have focused on creating value from
the entire animal and not just the prime cuts.

Background of the Australian Beef Industry

Australia is the seventh largest beef producer in the world and the third largest exporter
behind the USA and Brazil. Australia has 26.7 million cattle run over more than 77,000
properties. In 2014 8.3 million head will be slaughtered, 67% for export, at an average
carcass weight of 276kg/head. A further 1.13 million cattle are forecast to be live
1
Submission 1
Ashley Sweeting

exports. Australian cattle are virtually all bred and grown on pasture. In 2013 67% of
marketed cattle in Australia were grass fed with just 33% fed grain. Only a small
percentage of grass-‐fed cattle are marketed as certified grass-‐fed. The Australian beef
industry is valued at $12.3 billion annually.

The Australian cattle industry operates in a liberalised environment where producers
often have to compete in the international market against subsidised producers.
Efficient production processes as well as producing a superior quality product allow
Australian producers to compete successfully on these terms.

The Australian cattle industry is divided into two primary regions, north and south. The
northern industry is more extensive, accounting for 75% of the land area and 50% of
cattle numbers. Northern cattle are typically lower quality due to both the higher
percentage of tropical or Bos indicus breeds in the north and variable nutrition.
Northern cattle are usually sold through the live export trade or transported south
where they are finished on grain. The southern industry is more intensive and typically
produces higher quality beef from British and European, Bos taurus, breeds. Southern
cattle are finished both on grass and grain. Southern producers are more likely to be
smaller and family owned whereas northern producers are larger and often corporate.

Australians beef cattle properties are generally large and geographically isolated with
significant distances to processors and consumers. This distance is even greater for the
67% of Australian beef that is exported. This greater distance acts a barrier to effective
and efficient communications and exchange of information between the producers and
processors at one end of the value chain and the consumers at the other end. The
distances involved also limit producers selling options as additional freight costs often
outweigh any price premium they may receive from a different processor.

Regular droughts throughout Australia have a major impact on beef production and
cattle numbers. Farmers generally build up herds during periods of good rainfall then
reduce cattle numbers during periods of drought. Cattle marketed during good seasons
tend to be heavier than those marketed for slaughter during droughts. Droughts also
increase the numbers of cattle traded unfinished, both creating a cattle market between
producers and adding lower quality beef onto the market. The unpredictability of where
and when droughts will occur and how severe they will be carries through to an
unpredictability of the supply and quality of cattle being marketed. Market prices also
tend to follow the drought pattern with higher prices during wet periods and low cattle
prices during droughts.

2
Submission 1
Ashley Sweeting

Droughts generally affect different geographic locations and cattle are regularly traded
from drought affected areas to areas that have had good rainfall.

Grass-‐fed Beef Production
Grass-‐fed beef is one of the more complex value chains that exist in contemporary
agriculture. The production process aims to produce a consistent product from a
continually varying source of inputs. Pasture quality and quantity is continually changing
with pasture growth rates, quality and quantity varying with stage of growth, soil
moisture, season, hours of sunlight, temperature, soil nutrient levels, species, altitude
and grazing management amongst other factors. Producers have limited control over
much pasture growth variation, especially in the rain fed production systems that make
up most of Australia’s grazing land. Managing pasture and cattle to regularly and
consistently supply a market with high quality beef remains one of the greatest
challenges for producers. Grass fed cattle are also kept in open paddocks where they
are exposes to weather, pests and diseases all of which can effect production and add to
the challenge of producing a regular supply of high quality beef from a continually
varying production system. In contrast, with housed or lotfed animal production
systems there is much greater control of the animals nutrition, environment and animal
health making the growth rates and the production process much more predictable.

The cycle time to grow and fatten beef cattle is much longer than other animal protein
production systems. The average age at slaughter for Australian cattle is 15-‐22 months
and female cows will produce their first calf at two year of age. Breeding cows only
produce one offspring per year. This results in a three to four year lead-‐time for
producers to increase production which is too slow for producers to adapt to the
Australian recurrent drought cycle and hence the availability of pasture. This means that
many cattle farmers often have the wrong stocking rate for the current climatic
conditions.

Cattle growth rate is determined largely by nutrition. In feedlots nutrition and growth
rates are tightly controlled and monitored to optimise efficiency and growth rates are
highly predictable. This means producers can time production to meet market demand.
In grass-‐fed situations animal nutrition is determined by the quality and quantity of
available pasture, which is continually changing. This means that growth rates are
variable and it is much more difficult to manage production to meet market demand.

Beef competes on the market with other animal proteins many of which convert feed
into meat more efficiently than cattle. The feed conversion ratios, how much feed is
required to produce 1Kg of live weight, are higher for beef (5.5-‐15) than for pigs (3.0-‐
4.0) and poultry (1.7-‐2.0). However, pigs and poultry compete with humans for feed
3
Submission 1
Ashley Sweeting

grain. Grass fed beef has a competitive advantage in that it is produced from pasture,
which is indigestible by humans and hence doe not compete with people. Cattle often
graze land that is unsuitable for other crops so that beef production is an important
source of food produced from otherwise unproductive land.

While finished cattle, ready for slaughter, are the primary source of income for many
cattle producers, they also sell store cattle as well as cull cows and bulls. The store cattle
market allows producers to manage seasonal and climatic variability in pasture
production by changing stocking rates to meet pasture growth. The cull cow and bull
market is a source of cheaper, lower quality beef that is largely used for processing.
Revenue from store and cull cattle sales form an important part of farm income.

Cattle producers have many systems available for selling their livestock. Prices paid will
be based on carcass weight, liveweight or per head depending on the system used.
Traditionally, cattle were sold through auction in saleyards which involved the producer
transporting cattle to the saleyards and then the buyers transporting cattle on to be
processed, adding an additional link to the chain and ensuring producers are price
takers. Increasingly cattle are sold direct to the processor, in these cases producers are
paid on a carcass weight basis. However, saleyard auctions are still widely used today.
The direct marketing of cattle provides producers much better feedback on the carcass
value of their cattle, enabling them to adjust management practices to provide a higher
quality product. Saleyards provide very limited feedback on the carcass traits to
producers. Another disadvantage of saleyards is quality of the final product is likely to
be affected due to increased stress and time off feed.

Grass-‐fed Beef Processing
Large corporations dominate the Australian beef processing industry. These
corporations often use their substantial market power to ensure most producers are
price takers and their economies of scale make it difficult for smaller processors to
compete which limits selling options for many producers. In 2011 the top five
processors accounted for over 50% of the market with the four largest either owned or
in joint ventures with multi-‐national companies. Individual abattoirs are generally
primarily for domestic or export and as the different markets are governed by different
standards. These large producers all have grass-‐fed or organic brands. However, the
majority of their brands are either undefined or grain fed. Grass-‐fed is seen as a
premium brand along with organic, which is also grass-‐fed, and premium grain-‐fed or
brands based on specified high quality breeds such as certified Angus or Wagyu. Smaller
processing companies are also competing in market niches such as certified grass-‐fed
and organic.

4
Submission 1
Ashley Sweeting

Beef processors increasingly purchase cattle direct from the producers and producers
are generally able to lock into contracts 4-‐6 months in advance. However, this time
period falls well short of the 18-‐24 months it takes to grow and finish cattle and the
additional two year lead time required to increase breeding female numbers. Many
large beef processors also own and run beef feedlots.

The slaughter and processing stage of the beef value chain has the potential to greatly
reduce value if not done properly. Excellent hygiene, maintenance of the cold chain and
stress free handling of cattle prior to slaughter are all required to prevent
contamination, spoilage and loss in meat quality. Poor boning will also lead to a lower
percentage of prime cuts and a greater percentage of lower value trim. Whilst value can
very easily be lost during processing it is difficult to add value during this stage.

Beef processors sell whole carcasses, boxed beef as well as all the other parts of the
animal. The most obvious product produced from beef cattle is meat. Cattle carcasses
will typically be 48-‐56% of live weight depending on age sex, fat score and time off
pasture. The yield of meat from a carcass is typically in the range of 67-‐77%. This means
meat forms between and 32 and 43% of the live animal. Processors sell all parts of the
animal and the contribution of the non-‐meat parts of the animal such as bones, skins,
offal and tallow are crucial to a processors business. See figure 1 below for what
products are produced by beef cattle. The meat component of a carcass is also divided
into prime cuts and trim with the prime cuts having a higher value than the trim. When
producers are paid on a carcass weight basis, which is increasingly the case there is a
misalignment between how processors pay growers and how processors make money.

Figure 1: Products produced when cattle are slaughtered

5
Submission 1
Ashley Sweeting

Processor Purchases Processor Sells
Prime cuts
Carcass Trim
Bones
Skin
Offal
Tallow
Meat & bone

meal

Good quality prime cuts of beef are in high demand and can be sold at high prices.
Generating value out of the trim is one of the key challenges for processors.
Traditionally trim has been used for sausages, hamburgers and other processed meat
products. Obtaining the market premiums from the trim and no carcass parts of the
animal is especially a challenge with premium products such as certified grass-‐fed and
organic where processors have paid a premium for the entire animal and will often lose
money if they can only get the premium for the prime cuts. While prime cuts such as
steak are seen as the highest value and most sought after cuts of beef they are not the
most highly consumed. More than twice as much ground beef is consumed than steak
in the USA, (Lowe & Gereffi, 2009). See figure 2 below for the breakdown of US beef
consumption by cut.

Australian beef processors are generally specialised to cater for either the domestic
market or the export market. Export facilities require different certification than
domestic facilities and larger cattle are generally sold for export.

Figure 2: US Beef consumption by cuts (Lowe & Gereffi, 2009)

Ground 42%
Steak 20%
Stew 13%
Processed 13%
Beef dishes 7%
6
Submission 1
Ashley Sweeting

Other cuts 5%

Grass-‐fed Beef Wholesaling and Retailing
In the domestic market the two major supermarkets dominate the retail trade in
Australia. Beef is also sold through butchers, other supermarkets and grocery stores,
wholesalers as well as restaurants and cafes. The export market, which accounts for
67% of Australian beef production, consists of over 150 Australian beef exporters, all
with their own brands and competing against each other as well as other international
suppliers according to MLA. There is an increasing presence of smaller boutique beef
brands.

Beef is primarily consumed at home rather than in restaurants making supermarkets
and butchers the major sellers of beef to consumers. In the USA 65% of beef is
consumed at home with 35% consumed in away from home, (Lowe & Gereffi, 2009).

All beef is initially graded according to a number of Australian and international
standards as set out in the Handbook of Australian Meat published by Aus-‐Meat
Limited. These standards grade beef according to a number of quality related traits
including the cut, age and sex and fat depth. These standards also specify the labelling
requirements including the tractability information, country of origin, date processed,
weight and company who packed the product. Aus-‐Meat has also developed further
quality standards that include Pasturefed Cattle Assurance Scheme (PCAS) to guarantee
grass-‐fed production and the Meat Standards Australia (MSA) certification that
guarantees eating quality. MSA beef carcasses are graded on the proportion of Bos
indicus breed, maturity, marbling, meat colour and pH and fat distribution. Producers of
MSA beef are required to certify cattle are handled to minimise stress prior to slaughter
as pre slaughter stress has a negative impact on meat eating quality. Producers can
obtain the MSA grading for their animals by viewing them online.

A number of companies have their own individual certifications. Teys, Australians
second largest processor, is paying a premium for PCAS certified cattle whereas JBS,
Australia’s largest processor has their own grass-‐fed certification for their Great
Southern brand. All these different certifications makes it much more difficult for
producers to supply multiple processors with certified beef as they require multiple
certifications and audits.

Organic certification is the strictest and most difficult to obtain as it is a three year
process and there are different certifications for different markets such as the USA and
EU.
7
Submission 1
Ashley Sweeting

These standards and certifications add value to the beef that is produced through them.
Consumers pay premiums for certified beef and producers receive premiums for
producing certified cattle.

Opportunism in the Beef Industry

Grass fed cattle production has traditionally been a highly opportunistic industry for
both producers and processors with climatic variables, especially rainfall, being a large
driver of this opportunism. Producers plan to capitalise on good years to make enough
money to carry them through the years of drought. Producers often shop around and
sell to the processor with the best price, which limits the building and maintaining of
relationships between producers and processors.

In wet seasons producers maximise weight gains from pasture and build up breeding
numbers, which results in selling fewer and heavier cattle. Because all producers are
following this strategy there are fewer cattle in the market and prices are generally
higher. An abundance of pasture also drives up demand for store cattle to utilise this
pasture further pushing up prices. Processors struggle during these times, as fewer
available cattle drive up processing costs and those available are more expensive.

In dry times these fortunes are reversed with processors traditionally doing well and
producers struggling. Producers destock as pasture growth declines resulting in a higher
volumes of cattle on the market at lower prices. This provides an abundant supply of
cheap cattle to processors.

Whilst producers and processors are heavily reliant on each other to run their
businesses they frequently see the other as an adversary. It is not uncommon to hear or
producers booking cattle into a number of processors weeks in advance then calling
around the day before shipment to see which offers the highest price. Likewise as
processors have the market power and set prices they will reduce prices when market
conditions allow, often forcing producers to sell at very thin margins. These practices
further erode trust between producers and processors.

With over 77,000 beef producers, around 100 processors throughout Australia and the
options of trading through saleyards there is an abundant supply of alternative buyers
and suppliers. The adversary between producers and processors limits communication
and collaboration. During good seasons producers are trying to make sufficient profit to
8
Submission 1
Ashley Sweeting

ensure they can survive the next dry period and during dry seasons processors are
concentrating on making sufficient profit so they can survive the next wet season.

Consumer demand for beef and the other products from cattle is not highly dependant
on these climatic fluxes. Domestic and international consumers of Australian grass-‐fed
beef are very removed from the cyclical drought cycle Australian farmers have to
manage with the geographic isolation of cattle properties increasing the lack of
connection between producers and consumers.

A company that behaves opportunistically to increase short-‐term unilateral gain can
often erode long-‐term potential gains for both parties. The three mechanisms to
mitigate opportunisms are ownership, investment in transaction specific assets and
relational exchange (Brown, Dev & Lee 2000). In the beef industry the opportunities to
reduce opportunistic behaviour are primarily in ownership and relational exchange.

Governance in the Grass-‐fed Beef Value Chain

Beef is a supply driven and buyer dominant market with market power concentrated in
the large processors and retailers that dominate the industry. Beef producers have
traditionally been price takers rather than price setters. Producer power has been
limited to the occasional times of scare supply. Traditionally producers have also been
fiercely independent and resistant to sharing resources, information or innovative
production practices. This has resulted in beef production becoming a production push,
commodity focused industry rather than a market-‐focused consumer driven industry
with little vertical integration or coordination. Producers operate with a high degree of
uncertainty and high input costs. Producers often have a lack of information and
knowledge on current market trends and the power imbalance with processors and
retailers leads to opportunistic behaviour. (Uddin, Islam & Quaddus, 2011)

The saleyard auctions markets have the lowest level of coordination, and vertical
integration the highest with direct sales and contract sales in between. The auction
market is characterised by self interest, short term relationships, opportunism, limited
information sharing, independence and flexibility. Vertical integration is characterised
by mutual interest, long term relationships, shared benefits, open information sharing,
interdependence and stability. (Uddin, Islam & Quaddus, 2011). Vertical coordination is
increasing in the industry with greater use of short and long term contracts for supply.
Vertical coordination is also increasing in a number of innovative companies supplying
premium products such as certified grass-‐fed, organic and breed specific beef.

Power Structures
9
Submission 1
Ashley Sweeting

Power in the beef industry is asymmetrical with power concentrated in the retailers and
processors. Australia’s two largest supermarkets dominate the domestic industry to an
extent that they can dominate market prices. The large export processors dominate the
export market providing some competition to the supermarket’s power. Producer
power is traditionally low and limited to periods of insufficient supply. Increased vertical
coordination is a possible means of creating more value for producers as can producing
niche products such as grass-‐fed, high value breed, organic, HGP and antibiotic free.

Supply Chain Relationships

Uddin, Islam & Quaddus (2011) found that amount of mutual investment and
interdependence among supply chain partners in the Queensland and Western
Australian beef industry was very low and the levels of trust and commitment were
moderately high. In the domestic market retailers have the highest switching capacity
where they maintain multiple wholesale sources of supply and purchase on price.

The successful development and marketing of higher value products such as grass-‐fed,
organic, Angus and Wagyu require better relationships and improved cooperation
within the value chain. Consumers are prepared to pay premiums for these higher value
products and expect regular availability and consistent quality.

Producers have relationships and trade store cattle with many other producers. These
store cattle trades can be either direct sales or through the saleyards and are generally
based on adjusting stocking rates to meet available pasture. Most producers also have
relationships with a number of processors to whom they sell cattle either directly or
through the saleyards. Hundreds of producers will supply most processors and this is a
buyer dominant market where the producers have very little bargaining power.
Domestic processors will generally supply the two major supermarkets that dominate
the domestic beef market. Export processors will then supply a limited number of
export customers. A smaller number of specialty processors exist whom supply specialty
retailers. These specialty processors are often the ones who process the higher value
customers.

Figure 3 shows the high concentration of processors and retailers in the beef industry
and how many producers supply a limited number of processors who supply a limited
number of retailers.

Figure 3: Schematic of relationships within the beef value chain

10
Submission 1
Ashley Sweeting

Producer
Woolwoths
& Coles
Producer Domestic
Processor
Producer
Saleyards
Specialty Other Retailers
Producer Processor
Producer
Export
Export Customers
Processor
Producer

Information Sharing in the Beef Value Chain

A significant difference in information sharing exists between producers and processors
and between processors and retailers. Processors collect and utilise greater amounts of
data about their products such as origin, genetics and meat quality characteristics.
Producer and retailer market and customer information is much less likely to be shared
due to the short-‐term opportunism that exists in the low cost conventional marketplace.

The Value of Grass-‐fed Beef

Consumers are increasingly seeing grass-‐fed beef as a healthier, tastier and more
environmentally friendly option. Grass-‐fed beef is leaner, has a healthier fat profile and
is produced in a more natural and animal friendly way than grain-‐fed beef. Animal
welfare is considered by consumers to be better for grass-‐fed cattle than lot-‐fed cattle.
Many consumers are willing to pay premiums for improved taste, health, environmental
and animal welfare conditions. Grass-‐fed beef is generally marketed organic grass-‐fed or
certified grass-‐fed beef. Organic grass-‐fed beef is produced on a certified organic farm,
that is without any chemical fertilisers, antibiotics, hormone growth promotants (HGP)
11
Submission 1
Ashley Sweeting

and other non organic inputs. It takes a minimum of three years for a farm to obtain
organic certification.

The Pasturefed Cattle Assurance Scheme (PCAS) is the Australian grass-‐fed certification.
PCAS certification includes two additional modules for being antibiotic and HGP free.
PCAS certified beef guarantees consumers that cattle have not been fed any grain or
grain by-‐products. A number of other certified grass-‐fed schemes exist. Many
consumers see certified grass-‐fed as a means of obtaining many of the benefits of
organic without having to pay the high premium prices for organic beef. In contrast
grain-‐fed production systems generally involve cattle being kept in feedlots with no
opportunities to graze. Antibiotics and HGPs are also widely used in feedlots.

Premium labels and beef products are increasing being sold in the domestic market. In
April 2014 Woolworths introduced premium grass-‐fed beef into its stores prompting
Australia’s second largest beef processor, Teys Australia, to announce premiums for
certified grass-‐fed cattle. Teys also started locking in contracts for cattle four months in
advance (McKilop, 2014).

JBS has developed its own brand of certified grass-‐fed beef under it’s own accreditation
scheme.

Premiums Paid for Domestic Grass-‐fed and Organic Beef

The prices shown in Table 1 are the premiums consumers are willing to pay for grass-‐fed
and organic beef over the standard products. Consumers are paying premiums for grass-‐
fed and organic beef for both high value cuts and lower value products such as mince
and stirfry. The prices paid and premiums for organic are similar for both major retailers.
Consumers are willing to pay even higher premiums for beef purchased through
specialty retailers. The prices below were sourced form the shop online webpages of the
three retailers listed below which were viewed online on 25 November 2014.

Table 1: Premiums paid for grass-‐fed and organic beef
Coles Woolworths Harris Farm Yalandra
Fine
Foods
Organ Grass-‐fed Standard Organic Grass-‐ Standard Belmore Argyle
ic fed Organic
Eye fillet 45.99 45.00 41.00 45.99 N/A 41.79 55.99 47.99 54.99-‐
online 65.99
Mince 16.00 N/A 5.00-‐ 14.99-‐ N/A 5.00-‐ 19.99 14.99 13.00
online 14.00 19.98 online 14.00
Rump 28.00 19.00 17.00 25.99 N/A 15.99 N/A 28.99 23.99
online online
12
Submission 1
Ashley Sweeting

Stirfry 19.00 18.00 17.00 18.99 N/A 17.35 N/A N/A 14.99
online online online
Porterhouse 35.00 32.00 27.00 N/A N/A 22.99 44.99 N/A N/A
online online online online

The Value Chain

The flow of materials through the grass-‐fed beef value chain, as outlined in Figure 4, is
linear with the exception of the store cattle market, which is used throughout the
industry to help manage climatic and seasonal pasture growth variations. The non-‐beef
products that are produced from cattle also create value for processors but are
frequently not directly paid for when cattle are sold on a carcass weight basis. As with
many agri-‐food products beef has been a production push commodity where producers
have been price takers. Value for consumers was determined by the cut of beef they
purchased rather than the method of production.

Beef is a functional product that requires an efficient value chain and whilst certified
grass-‐fed and organic beef is a more innovative product it still essentially requires an
efficient supply chain.

Figure 4: Material flow in the grass-‐fed beef value chain

Inputs Grower Processor Retailer/ Consumer

Wholesaler
tGenetics-cattle (V) tLand (N) tIntake (N) tIntake (N) tPurchase & store
tGenetics-pasture (V) tBreeding (N) tSlaughter (N) tStore (N) tConsume
tFertiliser (N) tPasture manage- tBoning & tFurther processing (V) tWaste
ment (N) trimming (N)
tChemicals (N) tAccreditation (V)
tSupplementary feed tGrowing (N) tGrading (N) tPackaging (V)
(N) tFinishing (V) tChilling (N) tPromotion (V)
tAnimal Health (N) tPackaging (V) tWaste (W)
tAnimal welfare tDispatch (N)
(V)
tAccreditation (V)
tAccreditation (V) tWaste (W)
tIrrigation (N) Export
Store cattle Non Beef

Products
13
Submission 1
Ashley Sweeting

V -‐ Creates Value
N -‐ Essential but does not create value
W -‐ Waste
To capture grass-‐fed beef value an efficient, consistent and reliable supply chain need to
be built to provide a regular supply of well-‐finished high quality beef to consumers. The
areas where value is added to the chain are:
• Cattle genetics
• Pasture genetics
• The natural grazing and production system free of antibiotics, HGPs and grain
feeding
• Improved animal welfare
• Certified production process
• Further processing of lower value trim
• Packaging and marketing

There is significant potential to lose value with the essential but non value adding links
in the chain and these tasks need to be carried out efficiently and effectively to produce
a high value product.

Cattle genetics
The genetics of the cattle influence the eating quality of the meat including tenderness,
juiciness, level of marbling and flavour. Genetics also play an important role in the
cattle’s ability to adapt to and produce high quality beef under Australian grazing
conditions.

Pasture genetics
The pasture cattle graze will affect the flavour and fat colour of the meat.

The natural grazing and production system free of antibiotics, HGPs and grain feeding
Consumers value food they know is safe that has been produced in a natural way
without additives, hormones and antibiotics. Many consumers see grain feeding as
being unnatural.

Improved animal welfare
Many consumers value the way animals have been treated prior to slaughter and
believe cattle should be out grazing pasture and walking around freely rather than
housed in feedlots.

14
Submission 1
Ashley Sweeting

Certified production process

The certification process gives consumers the confidence to pay a premium for grass-‐fed
beef as it guarantees that they are getting the product they expect.

Further processing of lower value trim
Creating additional value from the lower value parts of the animal enables greater total
value to be captured by the chain.

Packaging and marketing
The packaging and marketing of certified grass-‐fed and organic beef allows consumers
to know that they are selecting a premium product with the health, welfare,
environmental and taste benefits.

Case Studies of Grass-‐fed Beef Participants

This analysis of the grass-‐fed beef value chain is based on a case study of the following
companies:

• Arcadian Organic and Natural Meat Company – Alister Ferguson (CEO) and Peter
Gall (Livestock Manager)
• Braemar Investments Pty. Ltd – Ian Scholes (Owner)
• Argyle Prestige Meats – Lachlan Graham (Owner & Operator)
• Teys Australia – Geoff Teys (Executive Director, Livestock)
• Applegate Organic and Natural Meat – Chris Ely (Co-‐Founder)
• Mulawarra Export Pty Ltd – Greg Darwell (Managing Director)
• Gralyn Santa Gertrudis – Matt Windrum (Owner)
• MLA – Robert Barker (Market Specialist-‐North America; Middle East/North
Africa)
• Yalandra Fine Foods – Scott Giltrap (Owner)

Interviews were conducted with all of these companies.

Arcadian Organic and Natural Meat Company

Arcadian Organic and Natural Meat Company has grown to be Australia’s largest
supplier of organic beef, which is 100% grass-‐fed. The company saw an opportunity to
market organic beef back in 2005 and started butchering 66 head of cattle every
fortnight from a single farm. They now have over 120 suppliers with over 100,000 cattle.
Demand currently outstrips supply and finding and retaining new organically certified
15
Submission 1
Ashley Sweeting

suppliers is one of Arcadian’s key focuses. Arcadian is supplying the domestic market
and exporting to North America and Asia. Arcadian’s aim is to produce high quality
sustainable beef. Arcadian’s business has consistently be growing by over 30% each year
and they are constantly looking for more producers so they can satisfy existing customer
demand.

Arcadian has attributed its success to two major factors. Cooperation within the value
chain both up stream and down stream and marketing as much of the animal as possible
for the organic premium. When Arcadian started selling organic beef they easily found
markets for the prime cuts but struggled to obtain the premium paid for organic meat
for the trim and other parts of the animal.

Physical Chain

Arcadian sources all its organic beef from certified organic producers located in
Queensland and Northern NSW. Arcadian natural beef is sources from grazing
properties in Tasmania. All cattle are processed on contract, packaged and shipped to
domestic and export retailers. Arcadian supplies the major Australian supermarkets,
specialty retailers and restaurants domestically. The USA is Arcadians most important
export market where they supply customers such as Wholefoods, Applegate Natural and
Organic Meat and Costco. Arcadian also exports to Asia. Different cuts of meat, trim and
the non-‐carcass parts of the animal are all marketed to where they obtain the greatest
value. Arcadian beef comes from a variety of breeds all of which have been bred to
produce high quality beef and perform well under the local climatic conditions. Having
the right breed for local conditions is especially important for organic production, as
producers are not able to use artificial chemicals to control pests and diseases and
enhance growth.

Communications & Collaboration

Arcadian has strong relationships with all its suppliers and works closely with them to
manage cattle supply so they can meet customer demand. Producing a regular supply of
well-‐finished high quality cattle is one on the greatest challenges with grass-‐fed beef
and having a regular supply to meet customer expectations is vital. To manage supply
Arcadian facilitates the sale of store cattle between its supplies and uses the geographic
distribution of suppliers farms to help stabilise production. Producers with excess
pasture are put in contact with producers with insufficient pasture. Arcadian does not
charge for this service but views it as a means of managing short term and long term
16
Submission 1
Ashley Sweeting

supply. Short term in that cattle already on the ground are grown and finished
efficiently and long term in that Arcadian relies on network of profitable producers to
supply the company. Arcadian also provides technical assistance and advice for potential
suppliers going through the three-‐year organic accreditation process.

Down stream Arcadian works closely with customers to ensure their products are
meeting expectations. Arcadian is careful not to over promise and undersupply its
customers. Currently demand for organic beef outstrips supply and Arcadian can sell all
the product it can source and is actively looking for additional producers. However, the
company is very aware that reliability of supply is critical to the value of its brand and
the businesses of its customers. Therefore, Arcadian is very proactive in keeping its
customers well informed about any potential changes with the supply of their products.

Arcadian has limited direct contact with consumers. However, Arcadian’s primary
customers with whom they have strong relationships do have direct contact with
consumers and the trust built between these customers and Arcadian means that
important and relevant information is shared throughout the value chain.

Governance

In accordance with rural Australian tradition, Arcadian works on handshake agreements
with it suppliers. Their philosophy is that building trust is the key to good relationships.
Formal contracts exist with customers and contract processors. However, the same
philosophy of building trust applies. Arcadian pays their producers premiums for
supplying organic cattle and also provides their suppliers much more price certainty
than they would get through traditional cattle marketing systems. This gives producers
the confidence they need produce the regular supply of high quality well finished cattle
Arcadian need. Increased price certainty reduces opportunistic selling behaviour by
producers.

Where Arcadian builds value
The organic and natural certification builds significant value for Arcadian, as consumers
are willing to pay premiums for organic and naturally reared grass-‐fed beef. Proactive
management of the entire chain and collaboration with suppliers and customers is how
Arcadian captures this value. The development of reliable export sales to US customers
for trim and non-‐prime cuts has enabled Arcadian to obtain the organic premium for
more to the animal.

Applegate Organic and Natural Meat
17
Submission 1
Ashley Sweeting

Applegate Natural and Organic Meats is a US meat further processor. Applegate
produces and sells natural and organic burgers, hot dogs, sausages and other further
processed meats. Applegate states is mission as to change the way we eat meat and
markets its products as a healthy way to eat meat where you aren’t afraid to read the
ingredients list. Applegate focuses on value adding the lower value parts of the carcass,
which is primarily trim. Arcadian is a major supplier of organic and natural beef to
Applegate.

Physical Chain
Applegate purchases organic and natural beef to be further processed into burgers and
hotdogs. Applegate is unable to source sufficient grass-‐fed and organic beef from
domestically in the US and relies on the export market to provide the shortfall with the
majority of its beef coming from Arcadian in Australia and Uruguay. Wholefoods is
Applegate’s largest customer and Applegate is actively looking for suppliers to meet
increased demand. Applegate produces an organic and a natural range of products.

Communication is key to Applegate’s success and they have strong relationships with
both suppliers and customers. Applegate regularly visits all suppliers and work with
them to manage supply. Applegate has collaborated with smaller US processors who are
unable to compete to move to organic production where they are competitive.
Applegate has a strong relationship with Arcadian and they constantly work together to
manage supply.

Applegate regularly has teams in stores running demonstrations to introduce their
products and connect with consumers. Relevant consumer information is then past back
down the chain.

Governance
Applegate has a 12-‐month commitment with all suppliers. Applegate now has formal
contracts with suppliers and customers. However, for the first 20 years the company
operated on handshake agreements.

Where Applegate builds value
Applegate selects trustworthy suppliers to provide them with a reliable supply of trim,
the lower value parts of the carcass which processors often struggle to find a premium
market for. Applegate then further processes the trim to add value and then sells it into
premium organic and natural markets.

Braemar Investments Pty Ltd
18
Submission 1
Ashley Sweeting

Braemar run 5,000 breeding cows and up to 13,000 head of cattle across six properties
centred around Blackall in Western Queensland. Braemar has been organic certified for
the last 12 years. The extensive cattle operation Braemar were running was almost
organic and they believed in the organic principles so gaining organic certification was
relatively straightforward. Organic certification has had minimal impact on production
levels. The geographic diversity of the six properties provides Braemar with some
drought protection.

The long term trusting relationship Braemar has established with Arcadian, which
includes much greater price certainty and an organic premium has given Braemar the
confidence to expand their business, maintain production during dry times and then
capitalise on times of good pasture growth. The long-‐term trust ultimately gives
Braemar the confidence to better manage Australia’s unpredictable wet and dry climatic
cycles.

Physical Chain
Braemar is an organic beef cattle producer who breed, grow and finish cattle on
extensive grazing properties in Western Queensland. Braemar purchase supplementary
feed in times of drought for which they pay an organic premium. Braemar also
purchases organic certified store cattle and Bulls. Braemar stock Droughtmaster cattle
bred to perform under local conditions. Braemar sell over 95% of cattle either directly
through Arcadian or as store cattle to other Arcadian suppliers. Arcadian processes the
cattle and sells the beef to its domestic and export customers.

Braemar is in regular contact with Arcadian, at least once a week, to manage supply and
any other issues. Forecasts of when cattle will be finished, the pasture availability and
Arcadian’s need for cattle are all discussed and any required changes to production
agreed upon mutually. Other issues are discussed openly and dealt with collaboratively.
The trust, loyalty and regular contact between Braemar and Arcadian is fundamental to
the success of the business.

Arcadian organises field trips and dinners with its customers, which provides value
feedback to producers such as Braemar and further builds trust within the value chain.

Governance
There is no formal contact between Braemar and Arcadian and according to Ian Scholes,
Braemar’s owner this actually helps build trust.

19
Submission 1
Ashley Sweeting

Where Braemar Builds Value

Braemar believes that traditionally the value of organic beef was largely based on the
certification. However, as over time the predictability of eating quality of organic beef
has greatly improved such that it is graded in a conventional way. The additional
benefits for organic beef consumers are safe food that is guaranteed chemical free and
produced with good animal welfare.

Teys Australia

Teys is Australia’s second largest beef processor, currently slaughtering 35,000 animals
per week with 94% of these purchased direct from farms and 6% through saleyards.
Teys Australia was formed in 2011 as a joint venture between Teys Brothers and US
owned Cargill Beef Australia. Teys has 130,000 cattle on grain in feedlots of which the
company owns 50%. The cattle Teys processes are 10% PCAS certified grass-‐fed, 20%
grain-‐fed and 70% uncertified grass-‐fed with a premium being paid for PCAS certified
cattle. Teys views accredited grass-‐fed beef as satisfying most of the organic beef
requirements for consumers at a lower premium. Teys also market MSA yearling beef as
a higher value product for which they also pay a premium. Teys is looking for more PCAS
certified producers to further grow their certified grass-‐fed business.

Physical Chain
Teys pays producers a premium for PCAS certified beef and also offers longer-‐term
supply contracts. Otherwise Teys operates their certified grass-‐fed value chain in a
similar way as their standard beef value chain. Cattle are sourced from across eastern
Australia from northern Queensland to South Australia from certified farmers. Teys
processes and markets beef from all breeds of cattle and grades the beef and then sells
it to the appropriate domestic or export market. Teys use geographic diversity to spread
supply and manage climatic risk in their supply chain and has increased the forward
contract from 4 to 6 months for PCAS accredited beef to help manage supply. Teys has
been actively developing a premium market for certified grass-‐fed trim, most of which is
going to the USA for grass-‐fed natural burgers. For their grain-‐fed business Teys owns
and operates a number of feedlots in eastern Australia. For their non certified grass-‐fed
business Teys purchases widely from producers throughout eastern Australia and
markets the beef to domestic and export customers.

Teys has very good relationships with their customers and this is the part of the value
chain where there is the greatest communication and collaboration. Following an
announcement by Woolworths to sell certified grass fed beef in April 2014 Teys
announced it would pay a market premium to ensure it can meet the increased demand
20
Submission 1
Ashley Sweeting

(McKilop, 2014). Teys buys the majority, 94%, of their cattle direct from producers,
which requires a much stronger relationship and better communication than the
traditional purchase through the saleyards. Teys usually offers 100 day contracts for the
supply of cattle. However, due to increased demand Teys initially offered 4 month
forward contracts, which have now been extended, to 6 month for PCAS certified cattle.

Governance
The major incentive for producers to supply Teys is the $0.5-‐1.0/Kg premium paid to
PCAS certified producers. Teys uses this premium to manage cattle supply. Teys does
not directly partner with producers to obtain PCAS accreditation, rather they refer
potential suppliers to the Cattle Council of Australia or agents. Teys invests significant
resources in researching and predicting future Australian beef herd numbers and
maintains a data bank on the expected numbers and grading, including the geographic
locations, throughout the industry.

Where Teys Builds Value
Teys is a very efficient and effective beef processor and marketer. They have access to a
wide geographically dispersed network of potential suppliers to source cattle from and a
wide network of domestic and export customers to market to. As Australia’s second
largest beef processor Teys has significant market power, which it uses to manage cattle
supply from producers and sales to customers.

Teys has been involved in the PCAS accreditation process from the beginning.

Argyle Prestige Meats

Argyle Prestige Meats started processing and marketing their beef in 2006 following
frustration at constantly being a price taker. Prior to this Argyle was a beef producer and
Angus Stud. Argyle has vertically integrated their supply chain to capture the value of
their Angus genetics. In December 2013 Argyle formed a 50/50 joint venture with The
Manildra Group, which involved expanding their operation with additional land and a
larger processing plant on the NSW South Coast, adding greater capacity and geographic
diversity to their production system. Argyle markets their beef as MSA accredited, grass-‐
fed, Angus, antibiotic and Hormone free as these provide a distinct point of difference in
the market and satisfy the majority of consumer demands for organic production with
less restrictions, cost and regulations. Argyle recently announced a deal with Coles to
supply branded beef.

Physical Chain
21
Submission 1
Ashley Sweeting

The vertically integrated production process has bought the majority of Argyle’s supply
chain under their own control. Argyle breeds, grows and finishes their own Angus cattle
on their own properties. A Manildra owned abattoir processes cattle and then Argyle
markets the beef directly to restaurants, butchers, specialty retailers, Coles and export
customers as a premium product. As with all grass-‐fed production the greatest challenge
is producing cattle of consistent quality throughout the year.

Communication and Collaboration
The vertically integrated structure Argyle chose has initially limited the need for other
partners in the value chain. However, demand for the company’s beef has has grown
beyond what they can produce on their own farms. To meet this increased demand
Argyle has leveraged existing relationships with long standing stud bull customers to
provide additional cattle. Argyle has regular contact with retail customers who manage
relationships with consumers. Argyle also regularly uses in store chefs to raise
awareness amongst consumers of their products and gather consumer feedback.

Governance
Vertically integrating and taking control of the value chain limits the need for
governance with external partners. Argyle pays a premium to suppliers and is highly
selective whom they choose to partner with selecting long-‐standing stud customers and
extended family.

Where Argyle Builds Value
Argyle builds value through the Angus genetics of their cattle, the natural production
process that is almost organic, providing a consistent supply of high quality beef to
customers and the branding of their product as premium high quality beef. The rest of
the production process activities are essential steps that need to be done effectively and
efficiently for Argyle to capture the value it has built.

Mulawarra Export Pty Ltd

Mulawarra has been exporting premium Australian beef since 1997 and the company
aims is to provide the best quality product in each meat category. Mulwarra does not
supply the domestic market. In 2006 Mulwarra started supplying certified grass-‐fed beef
to customers in Asia and the Middle East. However, grass-‐fed beef is only 10% of
Mulwarra’s business. Mulwarra has developed its own accreditation scheme, which is
100% traceable to birth with suppliers audited annually. Mulwarra’s premium products
are Premium Grass Fed Black Angus and 100-‐120 day Grain Fed Beef.

22
Submission 1
Ashley Sweeting

Physical Chain
Mulwarra has built strong relationships with its suppliers and customers and limits its
direct involvement in the value chain to direct suppliers and customers. Mulwarra
sources its beef from six processors in Queensland, NSW and Victoria who processors
purchase and process cattle on Mulwarra’s behalf. Mulwarra does not commit to the
whole carcass and only purchases selected cuts from processors. These premium cuts
are sold directly to hotels and restaurants in Asia and the Middle East. Maintaining
consistency of supply with grass-‐fed beef has been a constant challenge, especially
during the winter as most of their grass-‐fed product comes from southern Australia
where winter pasture growth is limited. Mulwarra is increasing working with customers
to have their beef branded on restaurant menus.

Mulwarra has developed very strong relationships with the processors who supply their
beef. They believe the old model of trying to do everything is no longer applicable and
have selected processors to work with whom they have complete trust in. This trust
enables Mulwarra to rely on the processors to purchase and process cattle on their
behalf. Mulwarra works consistently to build strong relationships with their customers
to ensure they are getting the high quality beef they require. Mulwarra actively works
with customers to obtain feedback from consumers. Relevant information is widely
shared up and down the value chain with feedback provided all the way back to
processors when relevant. To maintain trust Mulwarra is careful not to overcommit to
customers.

Governance
Mulwarra pays premiums to ensure they remain the premier supplier of Australian beef.
They also have close and well-‐established relationships built on trust that they used to
manage supply. Mulwarra provides excellent service to their customers, the company
spends a lot of time working with customers and quickly resolves any issues that may
arise.

Where Mulwarra Builds Value
Mulwarra sources the best cattle from the best farms and the quality of the cattle
processed for Mulwarra is a key area where value is added. The trust, cooperation and
partnerships Mulwarra establishes with both processors and customers and the high
levels of customer service is how Mulwarra captures that value.

Gralyn Santa Gertrudis

23
Submission 1
Ashley Sweeting

Gralyn run 250 breeding cows and around 500 head of grass-‐fed cattle in the high
rainfall Lower Hunter Valley of NSW including a stud herd of 100 cows. As a small
producer Gralyn have fewer options with limited bargaining power for selling their
commercial cattle. Gralyn is MSA certified and has considered obtaining PCAS
certification but is yet to do so. Gralyn does not consider organic production a viable
option due to their high stocking rates and the presence of liver fluke.

Physical Chain
Gralyn breeds, grows and finishes cattle on their improved pastures when seasons
allow. They have a number of dams they can irrigate from as well as the river. Finished
cattle are sold direct to Nipponham owned Wingham Beef Exports and store cattle
through local saleyards. Alternative direct selling options are the recently acquired JBS
abattoir in Scone and the Teys abattoir in Tamworth. Stud bulls are sold to commercial
and stud producers across Eastern Australia.

Gralyn operates in a position of high buyer power. Wingham emails the cattle-‐
purchasing grid whenever prices change. However, the Wingham buyer never visits the
property to view cattle and at times cattle can only be booked in weeks in advance.
Wingham provides basic feedback on each beast slaughtered and the MSA gradings are
all available online. Gralyn tries to maintain a good relationship with Wingham Beef
Exports by not pulling cattle out at the last minute.

Governance
As a small producer Gralyn is essentially a price taker with few options but to accept the
prices on offer. Wingham govern their supply chain primarily through price by upping
prices to encourage producers to sell more cattle. In dry times there can be a 6-‐10 week
wait to get cattle processed at Wingham, when cattle are booked in this long in advance
there is no committed price.

Where Gralyn Builds Value
Gralyn produce high quality cattle that are well finished or sold as store cattle when
pasture is not available. However, as a small producer Gralyn struggle to find a point of
difference in the market that they can exploit. The stud herd has been where Gralyn has
seen its ability to add value. As a small producer Gralyn also has greater challenges
collaborating with processors.

Yalandra Fine Foods

24
Submission 1
Ashley Sweeting

Yalandra Fine Foods run 1100 breeders in Southern NSW and North Eastern Victoria.
Yalanra’s herd consists of 900 full blood Wagyu cows and 200 first and second cross
Angus Wagyu cows. The herd has been especially bred to produce highly marbled beef
from Australian grazing land to be sold into the domestic and export markets. Yalandra
combines a number of strategies to generate value for the business. Yalandra finishes
some cattle on a supplemented grazing production system where cattle are fed grain
out in the paddocks along with pasture, combining the animal welfare, taste and natural
production advantages of grass-‐fed with the increased growth rate and predictability of
grain fed production. Yalandra has also vertically integrated some of its production by
processing and retailing beef while the remainder is supplied to feedlots for the export
market.

Physical Chain
Cattle are bred and grown on Yalandra’s properties in and around the Victorian High
Country. Steers are sold off to be grain finished and then sold on the export market.
Non-‐pregnant heifers are finished on a pasture supplemented with grain to supply
Yalnadra’s retail arm, a butcher shop in Albury. All cattle for the shop are kept until at
least two and a half years of age to ensure sufficient marbling. Cattle finished for the
butcher shop are contact slaughtered the carcasses are hung for at least 14-‐28 days.
Around 20% of Yalandra’s production is sold through the butcher with the remainder
going to the export market.

Yalandra manages the entire chain of the vertically integrated butcher shop side of the
business themselves to eliminate the communication and collaboration issues within
the beef industry. Yalandra has a solid relationship with the feedlot is sells steers to.

Governance
Vertically integrating and taking control of the value chain limits the need for
governance with external partners.

Where Yalandra Builds Value
Yanadra builds value through the genetics of its cattle, which have been especially bred
to optimise marbling from their pasture based production system. Wagyu is a premium
breed that commands a significant market premium. Value is also build through the
vertical integration of the retail side of the business. The natural production process
that is almost organic, providing a consistent supply of high quality beef to customers
and the branding of their product as premium high quality beef also adds value as does
the aging of the carcass.

25
Submission 1
Ashley Sweeting

Meat and Livestock Australia

Grass fed production has been and continues to be the major production system in
Australia. However, grass-‐fed has not been seen traditionally as a premium product.
Increasingly producers and processors are using grass-‐fed and the animal welfare,
health and environmental aspects of it as a point of differentiation to attract market
premiums. The largest markets for grass-‐fed beef are Europe, North America and the
Australian domestic market. Grass-‐fed is less of a point of difference in Japan, Korea and
the Middle East. EU quotas limit access to the European market for Australian
producers.

Certified grass-‐fed is not necessarily a higher quality product or more consistent than
uncertified grass-‐fed beef. However, the certification and marketing give consumers the
confidence to pay a premium for certified beef.

Cooperation between farmers and processors in the Australian beef industry has been
limited and is a potential area for improvement. There is generally limited trust between
processors and producers.

Conclusion:

Improved cooperation and communication with value chain partners has the potential
to increase value for participants in the grass-‐fed beef value chain. The Australian grass-‐
fed beef industry is characterised by long production lead times, price uncertainty, low
margins and a highly variable supply and quality of pasture, the primary input. The
companies analysed in this paper show that collaboration and communication can
create value and reduce uncertainty in the grass-‐fed beef industry through helping value
chain participants to better manage the climatic and price uncertainty that characterises
the Australian beef industry. Value can be created through improved collaboration
between producers and processors as well as vertical integration. A market focused
consumer driven approach is more prevalent with high value premium products such as
grass-‐fed, organic and breed specific beef, where the requirement for a consistent
product to meet consumer demands require better integration.

Greater trust and collaboration between processors, retailers and on to the consumer is
needed to capture the value generated through certified beef production. This is
especially so for creating value from the entire animal and not just the prime cuts.
Improved communications and high levels of trust are vital for collaboration to be
successful.
26
Submission 1
Ashley Sweeting

References:
Applegate Natural & Organic Meats, viewed 25 October 2014,
http://www.applegate.com/

Arcadian Organic & Natural Meat Company, viewed 15 September 2014,
http://www.arcadianorganic.com.au/

Argyle Prestige Meats, viewed 6 November 2014, http://argylemeats.com.au/

Aus-‐Meat, 2005, Handbook of Australian Meat, 7th Edition, Aus-‐Meat

Australian Beef Association, 2014, Balance of power, viewed 25 November 2014,
http://austbeef.com.au/2014/05/24/balance-‐of-‐power/

Boxgum Grazing, viewed 6 November 2014
http://www.boxgumgrazing.com.au/boxgum-‐beef

Brown, J., Dev, C. & Lee, D., 2000, Managing marketing channel opportunism: The
efficacy of alternative governance mechanisms, The Journal of Marketing.

Certified Pasture Fed, viewed 22 November 2014,
http://www.certifiedpasturefed.com.au/

Cornell University, Yields and dressing percentages, 2014, viewed 30 October 2014
http://smallfarms.cornell.edu/2012/07/10/yields-‐and-‐dressing-‐percentages/

Ferry, J, and Parton, K., 2009, Analysing beef supply chain strategy in Australia,the
United States and the United Kingdom, University of Wollongong, viewed 29 October
2014, http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1022&context=gsbpapers

Great Southern, viewed 3 December 2014, http://www.greatsouthernfarms.com.au/

JBS Australia, viewed 3 December 2014, http://www.jbssa.com.au/

Keogh, M. 2014, Opinion, Supermarkets can’t have it both ways on the competition
laws, Beef Central, viewed 25 November 2014,
http://www.beefcentral.com/news/opinion/opinion-‐supermarkets-‐cant-‐have-‐it-‐both-‐
ways-‐on-‐competition-‐law/

27
Submission 1
Ashley Sweeting

Lowe, M., and Gereffi, G., 2009, A value chain analysis of the US beef and dairy
industries, Center on Globalization, Governance & Competitiveness, Duke University,
viewed 6 November 2014
http://www.cggc.duke.edu/environment/valuechainanalysis/CGGC_BeefDairyReport_2-‐
16-‐09.pdf

McKiernan, B., Gaden, B. and Sundstrom, B., 2007, Dressing percentages of cattle, NSW
DPI, viewed on 4 November 2014,
http://www.dpi.nsw.gov.au/__data/assets/pdf_file/0006/103992/dressing-‐
percentages-‐for-‐cattle.pdf

McKilop, C., 2014, Woolworths beef deal brings grassfed premiums to producers, ABC,
viewed 6 November 2014, http://www.abc.net.au/news/2014-‐04-‐01/woolworths-‐beef-‐
deal-‐brings-‐grassfed-‐premiums-‐to-‐producers/5359142,
Meat and Livestock Australia, Australian cattle industry projections -‐ cattle slaughter
and beef production , viewed 5 October 2014, http://www.mla.com.au/Prices-‐and-‐
markets/Trends-‐and-‐analysis/Beef/Forecasts/MLA-‐Australian-‐cattle-‐industry-‐
projections-‐2012/4-‐Australian-‐cattle-‐industry-‐projections-‐cattle-‐slaughter-‐and-‐beef-‐
production
Meat and Livestock Australia, Selling options, viewed 4 November 2014,

http://www.mla.com.au/Livestock-‐production/Preparing-‐for-‐market/Selling-‐options

Meat and Livestock Australia, Cattle, viewed 5 October 2014,
http://www.mla.com.au/Cattle-‐sheep-‐and-‐goat-‐industries/Industry-‐overview/Cattle

Mulwarra Export Pty Ltd, viewed 28 November 2014, http://www.mulwarra.com.au/
PWC, The Australian beef industry, the basics, 2011, viewed 29 October 2014,
http://www.pwc.com.au/industry/agribusiness/assets/Australian-‐Beef-‐Industry-‐
Nov11.pdf

Sneath, R., 2012, Selling options for beef cattle, Future Beef, viewed 4 November 2014,
http://futurebeef.com.au/topics/markets-‐and-‐marketing/selling-‐options-‐for-‐beef-‐
cattle/

Teys Australia, viewed 15 October 2014, http://www.teysaust.com.au/

Uddin, M., Islam, N. and Quaddus, M., 2011, Supply Chain Performance of the Australian
Beef Industry: Comparing the industry structure, Inter-‐firm relationships and knowledge
28
Submission 1
Ashley Sweeting

systems of Western Australia and Queensland, Department of Agriculture and Food,
Western Australia, Curtin University of Technology, viewed 6 November 2014,
http://archive.agric.wa.gov.au/objtwr/imported_assets/content/amt/supply_chain_for
mance_australian_beef_industry_.pdf
Weber, C., 2013, Upping the steaks: How grass-‐fed beef is reshaping ag and helping
the planet, Grist, viewed 6 November 2014 http://grist.org/food/upping-‐the-‐steaks-‐
how-‐grass-‐fed-‐beef-‐is-‐reshaping-‐ag-‐and-‐helping-‐the-‐planet/
Yalandra Fine Foods, viewed 1 December 2014, http://www.yalandra.com.au/

Interview, Alister Ferguson, CEO, Arcadian Organic and Natural Meat Company
Interview, Ian Scholes, Owner, Braemar Investments Pty. Ltd
Interview, Lachlan Graham, Owner & Operator, Argyle Prestige Meats
Interview, Geoff Teys, Executive Director, Livestock, Teys Australia
Interview, Chris Ely, Co-‐Founder, Applegate Farms
Interview, Greg Darwell, Managing Director, Mulawarra Export Pty Ltd
Interview, Matt Windrum, Owner, Gralyn Santa Gertrudis
Interview, Robert Barker, Market Specialist-‐North America; Middle East/North Africa,
Meat and Livestock Australia
Interview, Nick Meara, Livestock Supply Chain Manager, ADFSC
Interview, Scott Giltrap, Director, Yalandra Fine Foods

29

Value Chain Analysis For Australian Grass - Fed Beef Production Executive Summary

Uploaded by

Copyright:

Available Formats

Value Chain Analysis For Australian Grass - Fed Beef Production Executive Summary

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Value Chain Analysis For Australian Grass - Fed Beef Production Executive Summary

Uploaded by

Copyright:

Available Formats

Effect of market consolidation on the red meat processing sector

Processor Purchases Processor Sells

Meat & bone

Inputs Grower Processor Retailer/ Consumer

Store cattle Non Beef

Certified production process

Where Braemar Builds Value

Meat and Livestock Australia, Selling options, viewed 4 November 2014,

Yalandra Fine Foods, viewed 1 December 2014, http://www.yalandra.com.au/

You might also like