Last chance to secure in-demand Beef2024 plate set

Published 10 May 2024

A limited edition, new bone china plate set featuring a bespoke illustration capturing the essence of the Australian beef industry has proven one of the most sought-after pieces of memorabilia of Beef2024.

After going on pre-sale in the lead up to the event, and selling out quickly, additional batches have been ordered to meet demand of the designer pieces that have been created to honour the colours of beef, grass, sunshine and sky.

Beef Australia Board Director, Jess Webb, said with artwork by Sydney artist Chesca Athas, the exclusive set is perfect for sharing and enjoying food.

“A pivotal role of Beef Australia is to bring home the message that we value our consumers and we, as an industry, are part of their daily lives,” Mrs Webb said.

“The plates are a fantastic expression of that relationship, and we hope they help us reach new audiences who appreciate the provenance of their food.

“We’ve been delighted with the response we’ve had to the plate sets in what has been a novel approach to supporting our wonderful Beef2024 event.

“Sales have been so strong we’ve needed to extend our original production run to meet demand.”

Throughout the week of Beef2024, which concludes today in Rockhampton, the sets have featured at pop-ups in the LAWD International Business Lounge, Westpac High Tea and NAB Ladies Lunch.

“We’ve really tried to bring a modern take to a very traditional type of souvenir with this initiative,” Mrs Webb said.

“Symbolically we also think this is reflective of our incredible beef industry which is grounded in tradition but focused on innovating for the future.”

The sets will be on sale for a limited time and are available for order here.


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