IN MARKET GROWING DEMAND Curtis heads west for Aussie beef Internationally renowned what I think is the best beef in the MLA Domestic Market Manager Australian chef Curtis Stone world I’ll take,” he said. Graeme Yardy said the collaboration has been back in Australia, “If I can break down boundaries between MLA and Curtis would undertaking an epic road trip between producers and consumers promote Australian beef in domestic to film a new television series for then I’m happy to help.” and export markets. a global audience. Stuart found Curtis was most interested “The domestic market remains the most in sustainability, animal welfare and thatvaluable market for Australian beef; Following his popular appearances at however, key consumer insights have Beef Australia 2018 at Rockhampton, his cattle had a good life. shown that 41% of consumers don’t where his demonstrations showcased “The whole crew loved the fact our cattle know that beef bought in Australia is secondary beef cuts, Curtis has were grazing amazing pastures with Australian,” Graeme said. returned to film ‘Field Trip with Curtis access to fresh water and were handled Stone’ in WA. gentl . Curtis was keen to learn morey “Consumers claim their most importantpurchase drivers are freshness, quality MLA supported the trip by connecting about how this linked to consistencyi and Australian raised, and it is these Curtis and his team to producers to ofquality n the end product and said quality and provenance messages that illustrate the quality of Australian welfare, sustainabilityand quality and Curtis will focus on. beef and the on-farm stories behind consistency were all desired by the its production. restaurant industry,” he said. “Two episodes of the new television Stuart was amazed at the impact of star series being filmed will focus on One of those producers was Stuart Australian beef from different regions McCormack (pictured below with Curtis), power with media outlets contacting within WA. The PBS USA network has who runs 850 Poll Shorthorn breeders him for follow-up and Curtis’s social bought the rights to the series, with an hour south of Perth at Pinjarra to media poss on the visit triggering at plans to on-sell to networks in Australia, produce offspring sold under contract wave of interes.t Asia and the United Kingdom. to WA-based Harvey Beef for domestic “We can all do our bit to share our and export markets. amazing beef production story and “With approximately 70% of all Australian grow the global customer base,” he said. beef exported, the importance of “I have a vested interest in the Australian promoting our beef in export markets beef industry as it’s my family’s “Anything that promotes a positive cannot be underestimated. In 2017–18, business and my passion. Any chance outlook for Australian beef is an the United States was our second I have to tell our story and showcase opportunity worth taking.” biggest beef export market behind Japan. 44