IN MARKET GROWING DEMAND I t might sound like selling ice to an Eskimo, but an industry partnership is putting Aussie beef and lamb dumplings on Chinese tables. The tale of Crazy Dragon dumplings is one of provenance, powered by a collaboration between MLA Donor Company (MDC), producers and food companies. Robert Mackenzie says buying ‘safe country’ with good annual rainfall has been integral to the The dumplings are manufactured in success of Macka’s Beef. China by the Australian‑owned and Image: Mackenzie family Melbourne‑based company, My Crazy Auntie’s Food, and are made with trim “It’s a great story and we need to talk it Tools of the trade meat supplied by Macka’s Australian up. We need to keep pitching Australian Robert’s advice to others interested in Black Angus Beef, a NSW‑based, beef and lamb as quality products and exploring export opportunities is to use vertically integrated export business. to help each other.” government and industry resources. The compelling paddock‑to‑plate My Crazy Auntie’s Food Director Juy For example, MDC, which doesn’t story of Macka’s gives Crazy Dragon Hepner said exporting Macka’s trim use producer levies, provided market dumplings a unique point of difference to China for Crazy Dragon dumplings research insights and data to help Crazy in the Chinese marketplace. allowed him to use Australian product Dragon develop its strategy. and sell into the Chinese marketplace Macka’s director and fourth‑generation while circumventing a Chinese “Austrade, the Australian Government, producer, Robert Mackenzie, has been quarantine ban on imported processed NSW Department of Primary Industries to China nine times during the past meat products. This ban prevented his and MLA have all provided tremendous three years and is enthusiastic about dumplings from being manufactured in support, both here and out of Australia,” sharing their story, inviting consumers Australia and exported. he said. to see firsthand how their beef is grown “I asked [Chinese] customers ‘is there “They care about helping people live out and processed. going to be any push‑back from the fact their dreams and ambitions. “We have a lot of Chinese visitors to the that it’s processed in China? Are you “The first time I went to China was four farms who want to learn more about going to trust that it really is Aussie beef years ago; I went on my own for six how their food’s produced and how we and lamb?’” he said. weeks to try and understand the market guarantee a quality product on their Touaranteeg provena , Juy wanted and meet some people who might be supermarket shelf,” he said. nce tocreate a signature tha couldn’t bet able to help us export. “The Chinese market is very concerned copied. The solution was to shoot “Initially it was difficult to meet people, with provenance, traceability and videos at the actual farms where he particularly with the language barrier; product integrity.” sourced the meat. however, as our contacts built, it got Despite increased animal activist and Hefilmed Robert, dubbed the video easier and Australia’s good reputation protest activity targeting Australian intoChineseand took it to a trade for quality product really helped.” ■ farms recently, Robert remains steadfast show where it went viral. It was so well in his ‘open door’ policy. received, the video is now attached to Robert Mackenzie the quick response (QR) code on: robert@mackas.com.auEthe “Everyone’s entitled to their view. dumpling packaging. Watch the Crazy Dragon video “We remain committed to While Robert is mostly preoccupied case study at: with marketing to supply his chilled and youtu.be/‑gT6L48MkgA our goals and our vision, frozen Angus box beef and retail‑ready which is running quality product to China, he hasn’t lost cattle on quality properties sight of the basics – producing what consumers want. and adhering to industry “It’s important to have the right genetics best practice,” he said. and the right breeding,” he said. Robert’s breeding checklist includes: “We have a good reputation in Australia • high marbling for being clean and green, and having high animal welfare standards and an • strong mothering ability excellent traceability system. • good milk production. 41