Brand­ing plan to mar­ket NW meat prod­ucts

Pilbara News - - News - ■ Tom Zaun­mayr

Plans are afoot for north­ern beef to have its own brand­ing to help pro­duc­ers take more con­trol over prices.

Kim­ber­ley and Pil­bara Cat­tle­man’s As­so­ci­a­tion ex­ec­u­tive of­fi­cer Cather­ine Mar­riott said the group had put in a grant ap­pli­ca­tion to de­velop brand­ing for Pil­bara and Kim­ber­ley beef prod­ucts.

“For so many years (pro­duc­ers) have been price tak­ers, they have been com­mod­ity pro­duc­ers,” she said.

“We’re mov­ing into a space where the con­sumer wants a re­la­tion­ship with the pro­ducer, they’re look­ing for a health­ier prod­uct.

“(It) gives us a fu­ture vi­sion and fu­ture as­sur­ances of price and there­fore you can put money into in­no­va­tive new things be­cause you know what your ROI is go­ing to be long term.”

Har­vey Beef live­stock ex­ec­u­tive man­ager Kim McDougall said brand­ing helped with the in­creas­ing de­sire for more so­cially re­spon­si­ble prod­ucts.

“Peo­ple like to know they’re buy­ing some­thing that’s had all the right treat­ments, wel­fare and con­di­tions,” he said. “(Brand­ing) is all about giv­ing peo­ple the con­fi­dence to buy a prod­uct that has been treated re­spect­fully all the way to the time it gets to their plate.

Mr McDougall said the fur­ther a prod­uct could be taken down the sup­ply chain the more value it would flow back through to pro­duc­ers.

Pic­ture: Tom Zaun­mayr

Har­vey Beef’s Kim McDougall and Kim­ber­ley and Pil­bara Cat­tle­man’s As­so­ci­a­tion ex­ec­u­tive of­fi­cer Cather­ine Mar­riott.

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