IN MARKET GROWING DEMAND The project will use Holstein– Friesian dairy cows, but also compare their meat quality to beef breeds of cows aged for the same length of time, such as Hereford and Angus. “Dairy cows put all their energy into reproduction and milk production for years,” Tim said. “If you actually rest that cow, dry it off for a period of time and bring it back to good condition, you may start to see some significant improvement in eating quality of the beef. That’s what we’re testing. “We’re hoping the project will add an additional interesting red meat product to the Australian wholesale and retail market, while at the same time providing an improved return for Australian cattle farmers on their old breeding cows.” MLA Donor Company Manager Producer Innovation Projects Renelle Jeffrey, is interested in this idea. “This initiative is taking a European market insight and testing not only ‘can we do it?’ with old breeding cows here in Australia but also ‘should we do it?’; can it create higher valueand is it aligned to someHistory of collaboration like me; farmers who want Tim Burvill of the emerging consumer Tim has partnered with MLA to value add or who have a E: tim@kandq.com.au trends we’re seeing in on a number of past projects, novel idea they want to test premium products?” she said. including beef, lamb and and take to market,” Tim said. Renelle Jeffrey mutton dry-ageing research, E: rjeffrey@mla.com.au “Itis an exciting, producer-ledand marketing projects. For “One of the benefits [of the initiativeast-Track program] was youFthat begins tothis project, he partnered exploreif a differentformof meet and create relationships ‘agedbeef’ could perhaps with MLA Donor Company’s withother like-minded bpositione like matureed Producer InnovationFast-Track program. people and have access to cheeses,fine wines or aged great resources. MLA has whisky, with a focus on “The Fast-Track pilot program brought in industry experts not just days of air drying, was specifically aimed at that I would never have had but years.” building the skills of people access to myself.” ■ 41