Brand stamps a bright fu­ture for indige­nous beef

Warwick Daily News - South West Queensland Rural Weekly - - Pilot Project -

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.

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