Expert Advisers for Development of the New National Strategy for the Grass-fed Cattle Industry

by | Oct 8, 2012

Client: Cattle Council of Australia (CCA)

The Cattle Council of Australia (CCA) is the peak industry body responsible for representing and advancing the interests of Australia’s grass-fed beef producers.

Beef is a major Australian industry:

  • National cattle herd is around 27m head on over 59,000 properties.
  • Generated an off-farm value of meat production of A$11.9b in 2011-12.
  • Australia’s second largest agricultural export industry and the world’s largest exporter of beef.
  • Exported $4.7 billion worth of beef (65% of production) to more than 100 countries, contributing 15% of Australia’s total farm exports in 2011-12

Key issues prevailing at commencement

Overall, there was a need for action, but also considerable uncertainty with the industry and the Cattle Council about a workable way forward:

  • Preparation of the new national industry strategy had been delayed for almost two years.
  • Major industry disruption associated with the temporary ban of live cattle exports to Indonesia.
  • Industry participants were debating the need for reform to improve the effectiveness of industry organisations and various alternative models were being advanced.
  • The Cattle Council of Australia had issued a consultation paper for structural reform of the grass fed cattle industry national representation.

Key services provided by Inovact

  • Designed an integrated strategy development process that leveraged existing industry knowledge and information and strategically engaged key stakeholders.
  • Advised on the design of independent research via computer assisted telephone interviews with a sample of 675 cattle producers.
  • Conducted analysis and drafted a report on the telephone research findings.
  • Assisted in preparation of project and communications plans and drafting of issue papers for the interactive web site.
  • Assisted in design of state and national workshops and participated in several.
  • Conducted interviews with selected industry leaders and other influential stakeholders.
  • Facilitated drafting of the industry strategic plan with the Cattle Council.

Outcomes and value to date

Overall, Inovact Consulting has provided a unifying process for the industry to redefine its direction at a time of considerable uncertainty and debate on the need, urgency and direction of change. More specifically there is now greater:

  • Industry ownership of a draft plan that provides high-level direction, principles and priorities for future investment of industry resources.
  • Industry support enlisted for implementation of the plan through wide engagement of the key stakeholders to identify and prioritise strategic imperatives.
  • Industry engagement in a dialogue on the appropriate roles, responsibilities, metrics, structure and funding to deliver on the industry plan.
  • Achievement of the Cattle Council’s obligations under the Red Meat Memorandum of Understanding.

Get In Touch

14 Wormald St, Symonston
Canberra ACT 26092345


P.O. Box 1312
Tuggeranong Delivery Centre
ACT 2901