Beef 2021: “ The necessary beef week ”

The necessary beef week

From magnificent stud farm to the exchange of ideas and information to brilliantly grilled beef and flowing hospitality for an entire week, Beef 2021 has once again shown why the triennial Beef Australia exhibitions must be among the biggest events in the world. of the beef industry. After the strangest of years of socially distanced pandemic looting in 2020, Beef 2021 has unfolded against the perfect backdrop of high livestock prices, low interest rates, and improved seasonal conditions for many. Business was booming, smiles were beaming, spirits were soaring. After a year of separation, it was the perfect way to bring the industry together.

Plate of beef Australia, say hello

Bryce camm

Before the dust settles, the week is over, anyone who has reveled in the Rocky Beef manna should take a moment to reflect on how lucky they were that the nine members of the Beef Australia Board had the courage to November of last year to roll the dice and commit to the upcoming event, then a distant six months later. Remember how uncertain the world was back then, how much the dark cloud of COVID-19 has overshadowed forward planning of all kinds, and how easier and even safer it would have been for the Council not to proceed. . Consider the potential reaction they risked if the investments of hundreds of exhibitors were derailed by the foreclosure in the months or weeks leading up to the event. But they took the tough call, stood behind each other, their staff and the entire Australian beef industry to come together and make it happen, and they made it. If they had cut the catch and killed the momentum of an event that has received industry and government support since 1988, who knows if it could have returned in three years in 2024. Instead, they had the courage to pull the trigger and an industry should be thankful. To the Board of Directors of Beef Australia – Grant Cassidy, Russell hughes, Kay becker, Richard brosnan, Ken murphy, Claire MacTaggart, Rodney Bell, Jess webb and chair Bryce camm – bow down, that’s leadership.

ScoMo dives into the boots and all

Georgia Wragge from Holbrook, NSW meets Prime Minister Scott Morrison at Beef 2021.

Speaking of leaders, it was remarkable to see the Prime Minister Scott Morrison spend a full 24 hours in Rockhampton during Beef 2021. It’s not uncommon for Pollies to launch into a big farming event for a snap photo opportunity, but a PM show up and just don’t go and keep walking in the field the next morning. with the showers a full day later was noteworthy. Along the way, he’s been at a plethora of events, presenting awards at industry dinners (congratulations to the winner of Beef Achiever of the Year Tracey Hayes besides! More to come on the Tracey Prize soon), visit trade displays, technology exhibits, livestock barns, and face-to-face encounters with industry leaders. The strong political support for the industry was demonstrated during Beef 2021 with appearances by many politicians, including federal leaders such as the Deputy Prime Minister. Michael mccormack, Federal Minister of Agriculture David Littleproud, Queensland Senators LNP Susan mcdonald, Amanda stoker and Matt Canavan, and heads of state, including Qld Premier Anastasia palaszczuk, Minister of Agriculture Mark Furner, Leader of the Opposition David Crisafulli and former leader of the opposition Deb Frecklington, originally from a family of cattle herders in Guluguba, in southern Qld.

When Ollie met a Pollie

The question we wanted to ask ScoMo

Unfortunately, the media, including Beef Central, were warned within 7 minutes of a press conference organized by the Prime Minister, which prevented us from asking him a few questions.

If more advice had been given, this is what the PM would have asked for:

At the start of the month, the United States had 31 additional meat processing plants listed for supplying China, following 19 new beef, pork and chicken plants the month before. In contrast, the Australian meat industry has made no progress in gaining market access or restoring market access for a long list of export factories – some of which have been seeking entry for years.

Is Australia’s red meat industry paying a high price for government public support last year for an independent investigation into the origins of COVID in China, while the United States is quietly gaining market share in the beef in China that we lost as a result? What is the government doing to correct the problem?

If we have an answer, we’ll add it here.


While there were a lot of acronyms floating around during Beef 2021, FOMO (Fear of Missing Out) was the one we thought was most appropriate.

Beef 2021He was describing the challenge many of the event attendees faced, with a program of lectures and seminars absolutely packed with interesting content. Deciding between multiple choices at the same time was the hardest part. Even the event’s nightly dinner program often featured multiple selections. Was the seminar program in fact too ambitious? Certainly some rooms in which we sat were very uncrowded, for certain sessions. However, many others were at or near full capacity. The price of admission may have something to do with it. Halving the price of admission, while potentially doubling the audience was a suggestion put forward by a few people in attendance.

A number of things

When a pandemic cuts the preparation time for an event from three years to six months, some organizational issues will always be inevitable. The fact that there hasn’t been much more is a testament to the organizational competence of the board, committees, staff and supporters. Some observations that may help plan the next event: Several seminars have been sold and have been very successful. But several others who provided useful and relevant information were also significantly under-visited. A lack of interest in the subject or a reflection of too high ticket prices, as mentioned above? $ 45 – $ 65 per person in some cases for a one or two hour seminar. Hard to know for sure, but lower ticket prices may make this information more accessible next time around and ensure better attendance at sessions. The biggest lines throughout the event were almost inevitably for coffee – a few more stalls just might help keep the masses happy, especially those who are late for the events. And finally, the positioning of trade shows meant that in some cases competing meat companies spent an entire week looking at each other directly, while the placement of meat processors directly across from livestock exporters must have resulted in interesting conversations across the aisle. the week.

Connectivity issues

With some 100,000 people walking through the doors of Beef 2021 last week, it was perhaps inevitable that there would be connectivity issues. Additional towers (like this one) were provided, but it was clear that this was not enough to cope. A computer-savvy visitor noted that six years ago at Beef 2015, most attendees likely had an Internet-enabled device with them. Three years ago in 2018, that could amount to a couple. This year, many participants probably had three, four or more devices, all competing for bandwidth. At times the connectivity issues – not only on the ground, but around Rockhampton – were chronic. Beef Central readers may have noticed that one of our daily email alerts did not arrive until after 9pm. NBN and other service providers – please take note for 2024!

Ending with the game they play in paradise

Former Wallabies Lote Tuqiri, Nathan Sharpe and Matt Rogers at the Sportsman’s Lunch.

On Friday night, a rugby match between the classic Wallabies and the beef barbarians was on the rise. The scoreboard was always going to favor the golden men who played the game at the highest level, how good they were and how generous they were with their time at Rocky. But at the same time, courage, heart and, let’s be honest, the surprising level of skill retained given the age of the Ox barbarians was also something to be seen. He was quite willing, with big shots, smooth ball work and spectacular tries served to a crowd that couldn’t get enough. As a Rolleston cattle producer Ian mccamley posted on Facebook, this was probably the first time many in the crowd weren’t cheering on the Wallabies, but at the same time, everyone was excited to see some of the biggest names (and greatest human beings – aka Lote Tuqiri) to ever shoot a Wallaby jersey mixing it up with the boys in the beef industry.

A brilliant end to a brilliant week.

Out of print

Most of us ended the week feeling a lot like these guys below.

Rest while you can, there’s another big beef week to cook in 2024!

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