Sustainability Communications Project

Summary

The transparency and sustainability of any enterprise is now globally recognised as a mainstream narrative, and specific, accessible and high quality information about activities across the agriculture sector is expected. These expectations have necessitated the development of the Australian Beef Sustainability Framework. The Beef Sustainability Framework (The Framework) has been explicitly set up to future proof the Australian beef industry. The Sheep Sustainability Framework is currently in development. The Framework is a purpose built model used to measure and manage critical operational and reputational characteristics of the supply chain from producer to consumer. The Framework is potent only when its value is understood and it becomes an accepted and integrated working model. Therefore, a communications program is required to illuminate changing stakeholder (customer, consumer and investor) expectations and explain why these expectations are important, long-ranging and operationally relevant.