Branding plan to market NW meat products
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.
Harvey Beef’s Kim McDougall and Kimberley and Pilbara Cattleman’s Association executive officer Catherine Marriott.