The Cattle Council of Australia is expected to release the final version of its new strategic plan for the grassfed beef sector today.

The plan is the culmination of feedback received from industry stakeholders in an extensive consultation process last year that involved an independent survey of 675 cattle producers, workshops across the country, forums addressing specific industry topics on an interactive website and interviews with a range of industry leaders.

The grassfed beef sector has not previously had a strategic industry plan in place, and the “Beef 2015 and beyond document” will align with the broader Meat Industry Strategic Plan (MISP).

The plan sets out the future direction of the grassfed beef sector and identifies industry priorities and which groups should be responsible for the delivery of each.

Feedback gained from last year’s industry consultation process is also being used to shape the redevelopment of a new national grassfed producer representative organisation to replace the Cattle Council of Australia, and its funding mechanisms.

CCA president Andrew Ogilvie said the objective of the ‘Beef 2015 and Beyond’ plan is to deliver “an influential, adequately-resourced, professional and unified voice representing beef producers in the public arena, along with government and within the broader red meat and livestock industry”.

Priorities identified during the consultation process include:

• the need for better coordination of industry efforts to achieve greater market access for Australian beef and live cattle;

• a stronger effort to reduce impediments placed on the industry through legislation;

• addressing a lack of suitable infrastructure to support industry competitiveness; and,

• a need to reinvigorate our research, development and extension capacity.

“Global beef demand is forecast to grow and significant opportunities will exist for Australian beef to gain greater access to existing and emerging export markets and thus the long-term fundaments for the beef industry remain positive,” Mr Ogilvie said.

“It is now up to the grassfed beef producers of Australia, and the organisations that represent and service them, to take ownership of the priorities they have identified and work together to deliver this strategy.

“Cattle Council of Australia is proud and enthusiastic to lead in this process”.

More details on the strategic plan will be provided on Beef Central when it is released.