Robust on-farm assurance programs are set to underpin expanding overseas market access for Australian red meat producers, as consumers continue to raise the bar on minimum product quality and traceability expectations.
The red meat sector is a changing landscape, according to Thomas Foods International supply chain manager Mark Inglis, as product verification and certification becomes the key for market sustainability.
"Market demands have changed quickly and the way processors market their product will change again in the next five or so years," he said.
Consumers require more and more validation of a product's story - where it comes from and how it is treated.
"The most important part of this, is, this has to be verified and certified," Mr Inglis said
"Processors and producers cannot just make those claims - we need it to be robust and holdup in overseas markets.
"We are seeing farm assurances of grass-fed beef, free-range, natural grain, no-added hormones, no antibiotics for the lifetime of that animal, no GM consumed and breed specifics - the list of minimum expectations is getting longer."
Mr Inglis believed net-zero and low emission brands, as well as certified sustainable products were pouring into brand marketing which helped to open up markets.
"The minimum industry standards are no longer enough. Customers expect above those," he said.
"From a processor and a producer perspective, if we have to go further to meet these standards then we expect consumers to pay more? Well, the customer perspective says it is just expected so they do not need to anymore."
Safe, reliable, consistent and traceable products make up the cornerstone of what Australia produces and supplies to overseas markets but accessing the supermarket retail space, was different.
"Supermarkets in the UK audit their supply chain and yes, we can supply the UK but we cannot go into the supermarkets unless we are at a certified standard which is relative to the producers they source from," Mr Inglis said.
"Going forward, to access the UK retail market we need those guarantees on-farm."
According to a Meat and Livestock Australia spokesperson, Australia also needed to compete strongly against New Zealand, which has been the largest sheepmeat supplier to the UK for two decades.
But, MLA's beef and lamb global market snapshot report revealed supply out of NZ had been constrained in recent years.
"This has mostly been caused by poor conditions, land relocation and stronger demand from Asian markets," the spokesperson said.
"With the decline of lamb exports, there is also an opportunity in the UK and other markets for Australian lamb to build market share, too."
The spokesperson also highlighted with Australian production forecast to increase following a flock rebuild, Australian sheepmeat was well-positioned to increase exports to the UK during 2024 and beyond.
A GlobalData Global Consumer Survey UK 2023 also revealed another part of the changing landscape, with about 35 per cent of younger red meat consumers under the age of 35, influenced by how ethically, environmentally and socially responsible a product was.
"Sustainability and ethics are becoming more visible in UK meat retailing," the spokesperson said.
Vanessa Binks
I am the Markets Editor and journalist at the Stock Journal. I am based at Nuriootpa in SA's lower north.
I am the Markets Editor and journalist at the Stock Journal. I am based at Nuriootpa in SA's lower north.
