Two world class trade fairs join forces to drive industry innovation

Published 27 January 2021

In what is thought to be the first partnership of its kind in the Australian beef industry, Beef Australia is proud to announce evokeAG as the presenting partner of Pitch in The Paddock – The only, beef-centric pitching competition for start-ups and innovators targeting the beef industry.

This partnership will see the two world-class trade fairs work together for the betterment of the beef industry.

“By working together to drive beef-centric innovation and technology creation, evokeAG and Beef Australia are setting an example for the entire industry – we can take small steps alone or giant steps together,” said Beef Australia Chair Bryce Camm. “evokeAG has a strong presence in the southern states of Australia while Beef Australia has a stronger, northern presence. This alignment allows us to further our domestic reach and truly encourage the adoption of AgTech and innovation throughout the country.”

“It is so important to support emerging innovators who are offering on-farm solutions,” said John Harvey – Managing Director, AgriFutures Australia. “Innovators need to work with industry to create viable and impactful solutions, Pitch in the Paddock offers innovators a great way to connect with both farmers and investors.”

Targeted at start-ups, AgTech developers, inventors and innovators, Pitch in The Paddock presented by evokeAG offers entrepreneurial talent the opportunity to present their business idea, proof of concept, prototype or new product that is directly related to some aspect of the beef supply chain, to the largest gathering of beef industry stakeholders in the Southern Hemisphere, live and on-stage, at Beef Australia.

“This is a fabulous opportunity for innovators to pitch to investors and industry – attracting support, testing opportunities, and customers,” Harvey said.

“When Steve Baxter was Chief Entrepreneur of Queensland, he talked that industries that invest back into themselves and invest in innovation and start-ups, tend to have success because there is a relationship between the investment and the outcome and I am a big believer in that. Pitch In The Paddock isn’t a gameshow, it’s focused on exposing businesses that are seeking capital with those looking to make investments in the sector, it’s about exposing all members of the beef supply chain to the technology and innovations that are in the development pipeline.” Pitch in the Paddock was first held at Beef Australia in 2018. The winner of that competition, ProAgni, has gone on to win the Global Edison Foundation Award for innovation, be a finalist in the Future Food Asia awards (over 200 applicants), be a semi-finalist in the Tesco Agri T-Jam (170 applicants), with other exciting pitches underway. 

Mr Bell said “Pitch in the paddock was our first pitching competition. The benefits are far more than the five-minute pitch itself – it’s the work and coaching prior to the event provided by experienced advisors. The advice received helped us to deliver our proposition, get clarity on our offering and deliver a tangible message to the audience. Winning the competition opened many doors and provided exposure for our business – a real highlight and value of participating in these competitions.

The success we had after Pitch in the Paddock was not just from the competition itself – it’s about the connections you make, the exposure you gain, the confidence you build and the opportunities these deliver. While it was daunting to walk into the room in Rocky and deliver a five-minute pitch, it also provided a great boost in confidence for our business to have a room full of peers listen to our story – I would encourage all budding start-ups to be brave and have a go” Bell said.

Entries close on 3 February with a simple three-minute video and online form required. 
For more information and to enter now visit

Eight (8) finalists will be showcased at Beef Australia in May 2021.

Finalists will receive: 

  • Direct industry exposure – Pitching innovations to a global Beef audience    
  • Product showcased to potential investors (at the event and online) 
  • Executive pitch coaching prior to the event 
  • Promotion in Beef Australia’s digital marketing and communications and footage from the event
  • Facilitated networking opportunities
  • Prize money (First $10,0000, all finalists will receive a travel bursary and planning support) 
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