Gippsbeef producers meeting customer demands

摘要

Beef production is geared to provide red meat for human consumption. What is it that our consumer wants? They want to know that the food is safe for them and their families. They want it to taste good. They want to know that the animals have been raised in a humane manner and in an environment that is as natural as possible. Young consumers are also looking for assurances that the land is not being degraded in the production of food. A Gippsland, Victoria, producer alliance GippsBeef, is aiming toprovide this product to consumers using Cattlecare, Meat Standards Australia (MSA) and Environmental Management Systems, linking a network of producers with pro-active butchers. GippsBeef is a unit trust formed for Gippsland beef producers to market their cattle. It currently has 29 members. The objectives of the company are for members to receive superior prices and feedback by selling through GippsBeef. The business is geared to meet retailers' and consumers' need. MSA underpins carcase specificationsand all beef must grade MSA to be sold under the alliance's brand, "Gippsland Natural~(R)".