Brand stamps a bright future for indigenous beef
THE Murri Yuri, or “Blackfella Beef”, project creates self-determining opportunities in economic development for indigenous communities.
The project explores the potential for bringing indigenous branded beef products and services to the domestic and international market and is a collaboration between the Western Kangoulu Indigenous Group, University of Southern Queensland and Meat and Livestock Australia through the MLA Donor Company.
The impetus for the project was an indigenous branded product concept, Murri Yuri, and developed by Growing Central Queensland and Wangan Jagalingou and Western Kangoulu Indigenous Groups.
Under the concept, indigenous groups will seek to leverage agricultural opportunities attached to native title negotiations to build a business structure to support the local community.
Western Kangoulu director Jonathan Malone said that through this project they aimed to demonstrate a business model that could support sustainable indigenous communities, employment, education and training outcomes.
“It also has the potential to enable future indigenous opportunities in the red meat sector and broader agricultural industries,” he said.
The project will be progressed by USQ’s Agricultural Value Chains and Food Systems team, collaborating closely with the Western Kangoulu Indigenous Group to co-ordinate the delivery of supply chain strategy, new product development and economic modelling.
MLA chief marketing and communications officer Lisa Sharp said the project was being delivered through MDC’s Producer Innovation Fast Track program.
The program works with producers to accelerate the development and adoption of innovation and capabilities that have the potential to significantly improve farm-gate returns and overall supply chain performance.
“This is about identifying and working with innovative producers and producer groups to develop their concepts and ensure we are building capability and value in our red meat industry,” Ms Sharp said.
“The focus on beef production systems, specifically with a branded product, clearly identifies the desire to reinvest in community development and provide capability building for the wider red meat industry in regional areas.”
PILOT PROJECT: Celebrating the launch of a new partnership project to develop indigenous-branded beef products at Beef Australia 2018 in Rockhampton last month were (from left) MLA chief marketing and communications officer Lisa Sharp; Minister for Resources and Northern Australia Matt Canavan; Western Kangoulu director Jonathan Malone; Kelvin Dunrobin of Urannah Property Association Mackay; and University of Southern Queensland’s Professor Alice Woodhead.