Beef Aus­tralia’s on­line launch

Central and North Rural Weekly - - RURAL WEEKLY -

EV­ERY three years, the Aus­tralian beef in­dus­try makes a pil­grim­age to Rock­hamp­ton in May for a week of com­pe­ti­tion, learn­ing, tast­ing and cel­e­bra­tion of a great prod­uct.

Ian Mill has just clocked up 12 months in the CEO’S chair and is look­ing for­ward to lead­ing the team to Beef Aus­tralia 2021.

“Our plan­ning and de­vel­op­ment for Beef 2021 has con­tin­ued dur­ing times we re­spect are chal­leng­ing for many of our part­ners,” Mr Mills.

“We are priv­i­leged to pro­vide a plat­form for the beef in­dus­try to show­case its achieve­ments and de­vel­op­ments.

“I know ev­ery­one is look­ing for­ward to the op­por­tu­nity to come to­gether in May next year. It will be some­thing very spe­cial.”

The or­gan­i­sa­tion has re­cently fielded ques­tions over con­cerns about the physical event in May next year.

“We have full con­fi­dence that the Beef Aus­tralia we know and love will take place in May 2021. Our con­fi­dence is shared by our ma­jor part­ners and we will work to­gether to en­sure the event we proudly de­liver adapts to any fu­ture re­quire­ments,” Mr Mill said.

Beef Aus­tralia tra­di­tion­ally holds a se­ries of cel­e­bra­tory events in May the year prior to the tri­en­nial event.

Plans were aban­doned with the coro­n­avirus pan­demic, how­ever ex­cite­ment is build­ing for the dig­i­tal launch on May 18–22.

Of­fi­cially un­veil­ing its new brand­ing, Beef Aus­tralia will also share mes­sages from part­ners and an­nounce new ini­tia­tives planned to lift the bar on an al­ready iconic, glob­ally ac­claimed event. Prin­ci­pal part­ners Rock­hamp­ton Coun­cil, Meat and Live­stock Aus­tralia, The Queens­land Gov­ern­ment and the Fed­eral Gov­ern­ment’s De­part­ment of Agri­cul­ture, Wa­ter and the En­vi­ron­ment share con­fi­dence in the on­go­ing plan­ning and de­vel­op­ment for Beef Aus­tralia 2021.

This will be the first event Bryce Camm holds the po­si­tion as chair. He has been on the board since 2009 and holds nu­mer­ous in­dus­try lead­er­ship po­si­tions.

“The board are com­mit­ted to de­liv­er­ing a world class Beef Aus­tralia,” Mr Camm said.

“We look for­ward to hon­our­ing the past 33 years, while de­liv­er­ing an event be­fit­ting the ex­cep­tional prod­uct and in­dus­try we rep­re­sent.”

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