AUSTRALIA'S oldest organic beef company, OBE Organic has attracted one of the nation's most renowned beer marketers, Glenn Cooper, to help power its strategic growth.
The chairman of Coopers Brewery has become an advisor to OBE Organic board and will use his decades of experience to support and guide the beef company as it increases its market share in premium markets around the globe.
OBE Organic chairman David Brook said Glenn's insights will be invaluable to the business and will ultimately benefit the organic beef producers who supply OBE Organic.
"We've known since we were established by a group of outback farmers in the mid-1990s that we have a unique product from a pure environment," Mr Brook said.
"Our cattle graze freely on seasonal native Australian pastures which means the beef is infused with the flavour of the land the cattle are raised on, much like the best wine-makers work with terroir to capture regional characteristics.
"Our unique, organic, sustainable beef is not only delicious and nutritious, it has a story behind it that consumers are looking for, and Glenn's experience will help us tell our compelling brand story to people buying our organic beef around the world."
Mr Cooper who has been involved in the family brewery since 1990 said he was attracted by the strength of the OBE Organic brand, the potential for business growth, and the shared values exhibited between the families involved in the OBE Organic business.
"OBE Organic has a unique, authentic story to tell, from the heart of Australia," Glenn said.
"I've been impressed by OBE Organic's team since I met their managing director, Dalene Wray last year, when she won the 2018 Advance Food & Agribusiness award."
"I'm looking forward to learning more about the organic beef industry and using my experience to help this company grow."
Aside from this work promoting Coopers around Australia and overseas. Glenn is a member of the Nation Brand Advisory Council, appointed to steer the creation of a "unified national brand" for Australia and is chair of the Australian Made Campaign.