Digital disruption and our customers in Asia: 4 things organic cattle producers need to think about

Everyone in Australian agriculture knows about the importance of Asia and the rise of technology, but what do these mean for organic cattle producers?

As part of their ongoing work to keep on top of market conditions, OBE Organic’s Board travelled to Hong Kong recently with organic cattle producers, to hear from to thought leaders from Trade and Investment Queensland, MLA, Telstra and KPMG.

From this information smorgasboard, here are just four take-outs and what we think they mean for organic cattle producers.

Takeout
Get to know the Asian consumer – what cuts they like, how they cook, how they shop, what information they want. Consumers eat more of the animal than we do in Australia, and they like smaller portions.
What it means for cattle producers
There’s no better way to understand consumer expectations than to visit the market yourself. Producers often accompany our sales team on our regular market visits. Contact us if you’d like to discuss joining a future trip.

Takeout
Traceability is becoming more and more important. Customers want to know who the farmer is, where their farm is, how they farm, and the journey their food takes from paddock to plate.
What it means for cattle producers
With an advanced social media program and one of the beef industry’s only formal sustainability program, OBE Organic has great foundations for telling our customers more about the environmental, animal welfare, and people aspects of our product.

Takeout
In Asia, shopping is a lifestyle event – not a separate chore. Digital disruption will accelerate this shopping experience in unpredictable ways.

What it means for cattle producers
Be prepared for change. OBE Organic is putting a lot of effort into keeping up with the latest technological changes – and with a 20-year history of being innovative and agile, we have a track record of taking advantage of change to benefit our cattle producers.

Takeout
Technological disruption is not just about the Internet. Cultured and plant-based burgers that smell, taste and look like meat are now a reality and are being marketed heavily for their perceived environmental and animal welfare benefits over real meat.
What it means for cattle producers
As KPMG told us, price, quality and ethics will ultimately drive demand for cultured meat products. The need for transparency in traditional agriculture – backed by strong ethical and environmental performance – is becoming more and more critical. This makes initiatives like the Australian Beef Sustainability Framework more and more urgent.

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