The de Bruin Family – Zara – Scott – Kristy and Hunter.

The Australian Wagyu Association has bestowed its highest honour – the Honorary Life Membership Award – on industry innovator, leader and visionary, Scott de Bruin.

The prestigious accolade was announced at the gala industry dinner, with an audience of 500 of his peers, marking a fitting finale to the AWA’s annual conference, WagyuEdge’25.

Mr de Bruin, has played a pivotal role in the growth of the Wagyu industry within Australia and globally. De Bruin’s Journey with the Wagyu industry dates back to 1998, when he welcomed one of the first-ever shipments of full-blood Wagyu cattle to Australia. The following year, laying the foundations for Mayura’s renowned herd, saw the purchase of four bulls to establish Mayura Station’s full-blood Wagyu herd.

Scott’s contributions to the Wagyu industry and the AWA have been enormous, and his mark has shaped the way Australian Wagyu beef is presented, understood, and valued around the World.

Recognising early, the significant opportunity to lift and elevate Wagyu from the traditional commoditised beef pricing and value model, Scott was an early pioneer in driving forward the branded beef movement, ensuring Wagyu beef told its origin story and was delivered in premium packaging. Pushing forward the premium messaging that the breed is now known for. This visionary direction, helped lead Australian Wagyu to its current position as the worlds ‘Luxury Beef.’
In a time when lean beef reigned supreme, Scott took the opportunity to drive education of the unique characteristics of Wagyu by developing awareness and desire through culinary influence of the Wagyu product. ‘Hitting the pavement’ and establishing lasting relationships with chefs both in Australia, and worldwide. Scott is a champion of insights into cut quality, preparation, and drove early education into how intramuscular fat differs from traditional beef. His efforts helped elevate Wagyu’s profile in the premium food scene, both in Australia and internationally.

An advocate for integrity in the marketplace, Scott is also a champion for truth in labelling. He pushed for clearer classification of Wagyu-cross products and supported systems that gave buyers greater visibility of breed composition, meat quality scores and product provenance.

During his tenure as AWA President, Scott oversaw several transformative initiatives. Most notably, he led the development and launch of the world’s first Wagyu-specific Estimated Breeding Values (EBVs) and introduced single-step genomic analysis – setting new global benchmarks in genetic evaluation. He was also instrumental in establishing the inaugural Elite Wagyu Sale, further lifting the breed’s profile and market presence.

“I am truly honoured to have been presented an Honorary Life Membership with the Australian Wagyu Association. From branding and education to genetics, I’ve always believed in driving innovation that strengthens the entire supply chain. Seeing the industry embrace these advancements has been incredibly rewarding.

It’s a privilege to contribute to an industry that continues to push the boundaries of excellence, and I’m incredibly grateful to be part of a committed association that shares this vision”

On his remarkable journey, he attributes his impact to a blend of curiosity and a willingness to take risks.

“If you want to see what’s inside an egg, you’ve got to crack it open.”

AWA’s President, Laird Morgan, presented the award with high praise for de Bruin’s legacy;

“It is with great pride that we present this Honorary Life Membership to Scott. His longstanding commitment to the Wagyu industry has set a benchmark for excellence and innovation,” said Laird Morgan, President of the AWA Board. “This well-deserved award is a reflection of the profound impact he has had on shaping the future of the industry and inspiring the next generation of breeders and producers.”

Mr De Bruin becomes just the ninth person in AWA history to take home the Honorary Life Member award, joining a small collective of the industry’s most influential leaders.