February Market Report
Last night we had some travellers at our house for dinner. Excited to have guests I produced some MB2+ Scotch Fillets which I had been hoarding and presented them to the table seasoned, cooked and sliced to perfection, only to learn that one of our guests was a vegetarian. Did she know where she was?!
I tried to be polite, but it wasn't long before I found myself heckling an unsuspecting 20 something Kiwi. “Why are you a vegetarian?” Turned out she had watched a documentary about cattle and beef production in the U.S. and had shortly thereafter sworn off meat for life, because she felt sorry for the animals.
Well, I tried everything (short of force feeding) to get her to just try one bite, but she remained true to the documentary and her ideals.
I think this encounter highlights a few things we already know about the world we operate in...
- Social media and TV/ movies are incredibly influential on the behaviour of young people today. Australian producers have to be as forthright in telling the good news stories to counter what will be ongoing calculated campaigns by animal rights groups
- As producers our world already seems encased in regulation and compliance. We need to embrace these frameworks and go beyond so we can command top prices for our beef in a global economy