A value chain approach to pasture finished beef systems
| Project start date: | 01 November 2013 |
| Project end date: | 24 April 2017 |
| Project status: | Completed |
| Livestock species: | Grass-fed Cattle |
| Relevant regions: | Southern Australia |
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Summary
The Australian premium grassfed beef industry has evolved over recent years because of vastly changing markets and complex consumer preferences. Supply chain inefficiencies from animal production through to market have existed within the grassfed beef sector, reducing on farm adoption, profitability and processor efficiency.
In 2014, JBS launched their third party accredited, Farm Assurance (FA) program, underpinning a new pasture fed beef brand ‘Great Southern’. The FA program is entirely market driven. The market required commitment from JBS to supply a premium product year-round.
Objectives
In collaboration with the Department of Economic Development, Jobs, Transport and Resources Victoria (DEDJTR), JBS and MLA adopted a value chain approach to the production, processing and marketing of the Great Southern brand in response to the new market. JBS FA suppliers across Victoria engaged in a three year program that focused specifically on improving their continuity of supply and ability to consistently meet the JBS pasture fed specification.
Progress
Through regional producer group engagement and regular communication activities, supply and compliance issues were targeted for improvement, resulting in an increase in overall compliance and a reduction in eating quality upgrades.
Engagement by JBS supply chain management and livestock team through all segments of the chain resulted in pricing giving a clearer market signals that more reflected production costs and an increased level of transparency in market analysis and supply.
Evidence of pasture-based finishing systems for year round supply have been demonstrated, however further research and cost analysis is required.
Producer involvement is continuing to grow with recognition of a new inclusive value chain approach being delivered.
