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Tim Burvill: producer, butcher, restaurateur and passionate advocate for the red meat industry

Tim Burvill: producer, butcher, restaurateur and passionate advocate for the red meat industry

This is branded content for Meat & Livestock Australia.

Meat & Livestock Australia (MLA) is helping to create a network of industry champions who have the skills, knowledge and confidence to engage with the community and share the red meat industry's positive stories in authentic ways.

Meet Tim Burvill, a producer, butcher and restaurateur who is connecting with his community to engage in positive, productive conversations about red meat. Regardless of whether we are producers, lot feeders, chefs, butchers, retailers or something else in our great industry, we can all play our part in sharing the great story of Australian red meat.

Tell us about yourself.

I'm a jack of all trades - I run a vertically integrated beef business which includes cattle farms, a wholesale butchery supplying supermarkets with branded dry-aged beef, and two A Hereford Beefstouw steakhouse restaurants in Adelaide and Melbourne.

What story do you share?

Red meat is tasty, natural and extremely healthy. People should feel good about eating Australian red meat, because it supports our producers who are custodians of vast tracts of the Australian environment and care deeply about their animals.

The more red meat producers we have promoting the industry, the better. Myths can appear to be facts if no-one contests them.

Why are you sharing this story?

Some falsely believe our industry is 'ruining the planet'. I want to help dispel these myths. My advocacy work is about sharing our sustainability work with our customers.

How do you share your story?

Through social media - my businesses use websites, Facebook and Instagram, but I use LinkedIn for my advocacy work to show people what I do and share knowledge about the food chain.

I'm also involved in MLA's virtual classroom program where we conduct interactive workshops. I put on my Akubra and 'Farmer Tim' educates school kids about the day-to-day operations on a farm.

What have you learned along the way?

People are interested in what farmers do. While most people are open to our messages, some will always disagree with consuming red meat. Don't engage with people who can't participate in meaningful, intelligent discussion. It's about getting people in the middle ground onto Team Red Meat.

What's your advice for others in the industry who are seeking to promote the credentials of Australian red meat?

The more red meat producers we have promoting the industry, the better. Myths can appear to be facts if no-one contests them. Back up what you say with credible information. MLA's Red Meat, Green Facts is a great resource.

Remain open minded - you're asking people who disagree with you to be open-minded, so you need to show them the same respect.

Connect with Tim on LinkedIn: Tim Burvill.

For more information, head to mla.com.au/feedback to read the special edition of Feedback magazine filled with case studies from red meat ambassadors, resources on nutrition, fake meat, environment and integrity, and to get access to a free social media toolbox.

This is branded content for Meat & Livestock Australia.