Urgent action needed if cattle trade is to survive
A communications expert who worked on pro-export campaigns amid the 2011 Australian live cattle export halt with Indonesia has foreshadowed the death of the nation’s live export industry.
Speaking at last Thursday’s 111th annual Pastoralists and Graziers Association convention, marketing strategist Toby Ralph said the industry’s end was imminent.
Mr Ralph said the entire live export sector was in dire need of a multimillion-dollar campaign to reinvigorate its tarnished public image, while reiterating his belief the industry was a “dead man walking”.
“The live export industry is a dead man walking,” he said.
“There is nothing more certain, it will shut. The only question is time.
“It’s dead because you haven’t told your story, it’s dead because inactivity has left politicians unprotected, it’s dead because you’ve done so little that 14-yearolds on Twitter have nibbled it to death.”
Mr Ralph advised the National Farmers’ Federation and Meat and Livestock Australia when the former Gillard government elected to ban live exports to Indonesia seven years ago.
Mr Ralph, who maintained he was not being paid by the PGA, said a pro-live export campaign could cost the industry up to $5 million, but was essential in restitching the industry’s social acceptance.