This was one of six focal areas developed as part of a recent Red Meat Industry workshop aimed at determining a desired future position for the red meat industry.

The workshop was addressed by, among others, agriculture Minister Senzeni Zokwana, Agbiz CEO Dr John Purchase, a previous chairperson of Meat and Livestock Australia (MLA), Don Heatley, and numerous other experts representing the entire meat value chain. Experts from other industries, including Vinpro CEO Rico Basson, also shared their experiences and how these are relevant to the red meat industry.

Dr Michael Bradfield, a member of the task team dealing with the future position of the red meat industry, said during his address the international red meat industry is very competitive. He says, for example, countries such as the USA, Australia, Ireland and even Egypt have a “team” approach to collectively market their red meat industry at events such as Gullfoods, the world’s largest trade fair held annually in Dubai.

Bradfield said it would be a sad day if the industry could not work together for the benefit of the whole value chain.

Source: Statement