FAMILY PRODUCE: The Beissels are confident the Australian beef industry has something to offer.
FAMILY PRODUCE: The Beissels are confident the Australian beef industry has something to offer. Charlie.Keegan photography

Meaty problem in '17

AUSTRALIAN beef producers are preparing to adjust to a 2017 global meat market as agribusiness financier Robobank announced beef supply has started to outstrip demand.

Brazil has already taken over Australia as the chief global exporter to China and will create low prices for consumers but a challenge for producers and exporters this year.

For Bec and Craig Beissel, beef producers with Maranoa Beef based in Mitchel, this is a wakeup call for the Australian beef industry.

"In an industry we love to be profitable and thriving, our farmers need to grow and strive for some balance,”Mrs Beissel said.

"But we have to keep it an affordable price, we have seen a lot of people moving away.

"It is important for the industry to not look at this as doom and gloom but as an opportunity.”

This opportunity says the Beissel's is to reinforce the message of what makes Australian beef such a sought after commodity.

"Brazil can offer a large quantity of Beef but its quality is no where near Australian standard,” Mr Beissel said.

"We have the story to sell, that our product is well fed, clean and green and people both domestically and internationally will want to know where their product has come from.

"We Haven't pushed the uniqueness and cleanliness of our product and now its the time to change the image of the Australian beef industry,” he said.

When asked about the future for the beef industry in Australia the Beissels are optimistic that the supply and demand issues should steady.

"It is good that more affordable pricing will bring those who couldn't afford beef back to the product,” they said.

"If and when this does happen we are expecting the wheel to turn back and demand to increase once again.”

But as 2017 predicts an uncertain year for beef production and export, the Beissels have a simple message for the consumer.

"The producers are hard working people, they love their product and they take pride in it and that's what people should see on store shelves.”


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