HAVING recently completed a three-year strategic plan, Droughtmaster seedstock producers have this week launched a new breed logo, and updated website.

The distinctive new logo, published above, replacing the previous image that was used for the past decade or more, includes the kicker-line, ‘Australia’s Natural Wonder.’

The Droughtmaster Stud Breeders’ Society’s Road Ahead 2020-2022 strategy identifies several key focus areas to deliver against the breed’s stated purpose and ambition.

In conjunction with consultants, Brother & Co, the Society recently undertook intensive research into brand positioning to understand the opportunities that await the Droughtmaster breed, society general manager Simon Gleeson said.

“We learned that Droughtmaster cattle are being sought after by multiple markets, but its reputation needs further promotion and marketing to educate stakeholders and consumers on some of the unforeseen benefits,” he said.

“We know that consumer demands are changing rapidly, supply chains want greater yield and there is an unmistakable push for improved animal welfare and sustainable, natural production systems.

“The Droughtmaster is perfect to go into this changing future because its many strengths mean that it is well-positioned to adapt to these expectations.”

The new, ‘visually rich’ breed society website launched this week (click here to access, or see image below), includes a host of user-friendly functions and new navigation features for members and occasional visitors.

As outlined in Beef Central’s recently completed 2020 spring bulls sales calendar, this season’s Droughtmaster sales kick off with the High Country Bull Sale at Toogoolawah in southern Queensland on 22 August, and finishes three months later in November.

2020 spring sale results will be added to a tabulated results panel on the new Droughtmaster website, as the sales season unfolds.