Every three years the Australian beef industry makes its pilgrimage to Rockhampton in May for a week of competition, learning, tasting and celebrating its great product. The industry is standing strong despite the current global crisis and beef remains Australia’s largest agricultural export.
Beef Australia traditionally holds a series of celebratory kick-off events in May the year prior to the triennial event. Plans were abandoned with the declaration of the COVID-19 Pandemic, however much excitement is building for the upcoming digital launch, 18-22 May.
Officially unveiling its new branding, Beef Australia will also share messages from Principal Partners and will announce new initiatives planned to ‘lift the bar’ on an already iconic, globally-acclaimed event.
Ian Mill has just clocked up 12 months in the CEO’s chair and said he is looking forward to leading the team to Beef Australia 2021.
“Our planning and development for Beef 2021 has continued during times we respect are challenging for many of our partners. We are privileged to provide a platform for the beef industry to showcase its achievements and developments – I know everyone is looking forward to the opportunity to come together in May next year, it will be something very special,” Mr Mill said.
The organisation has recently fielded questions over concerns for the physical event in May next year. “We have full confidence that the Beef Australia we know and love will take place in May 2021. Our confidence is shared by our major partners and we will work together to ensure the event we proudly deliver adapts to any future requirements.”
Principal Partners Rockhampton Council, Meat and Livestock Australia, The Queensland Government and the Federal Government’s Department of Agriculture, Water and the Environment share confidence in the ongoing planning and development for Beef Australia 2021.
This will be the first event Bryce Camm holds the position as Chair. No stranger to Beef Australia, he has been on the board since 2009 and holds numerous industry leadership positions.
Mr Camm said the Board is committed to delivering a world class Beef Australia.
“We look forward to honouring the past 33 years, while delivering an event befitting the exceptional product and industry we represent,” he said.