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Sheepmeat Council : Sheepmeat 2014
12 SHEEPMEAT COUNCIL OF AUSTRALIA ANNUAL MUSTER 2014 How co-ordinated R&D, export and domestic marketing have transformed the industry A focus on strategic planning has helped reveal some of the long-term and immediate challenges facing the industry and also helped identify key areas to target investments. In 2014, SCA has started the next phase and is seeking producer input. The 1995 Lamb Industry Strategic Plan (LISP) facilitated by the Meat Research Corporation (MRC) and SCA established high-level goals targeting an industry value of $2 billion per year by 2000. The subsequent industry transformation was market driven and underpinned by a program to identify, promote and create supply pathways for what consumers wanted, and an on-farm research and development (R&D) program focused on delivering it. The 1995 LISP Plan also set out a three pronged strategy to achieve this target: • On-farm R&D to develop production practices that would produce heavier, leaner lambs all year round, and a communications strategy to convince lamb producers to adopt these practices; • A major increase in promotion of lamb in export markets, commencing with the Fresh Australian Range Lamb (FARL) program in the USA; & • Trim Lamb – aggressive domestic promotion that aimed to reinvent lamb as a modern meat, with the development of 22 new cuts and collaboration with butchers to improve merchandising. Although the $2 billion target was not reached until 2003 (a subsequent target of $2.8 billion by 2005 was surpassed in 2007 when the industry was valued at $2.9 billion), the lamb industry was successfully transformed. A large proportion of lambs are now produced by specialist prime lamb producers. Lamb carcase weights have increased from 16 kg per head in the mid-90s to over 22 kg per head in 2011-12. Export markets now account for almost 50% of lamb production and the USA is now Australia’s largest export market for lamb, accounting for 34,738 tonnes valued at $304 million in 2011-12. An independent evaluation of this program conservatively estimated that as a result of the $639 million investment by AMLC (Australian Meat and Livestock Corporation), MRC, and MLA over the period 1991 to 2007 an additional $1.39 billion to $2.39 billion of added value had been generated at the farm gate. SCA collaborated with MLA and key industry stakeholders to execute R&D and marketing programs that facilitated cooperation and co-investment through the supply chain involving producers, processors, independent retailers and supermarkets. The federal and state governments’ critical financial contribution saw state government extension staff and research institutions play a pivotal role in building industry capability. This collaboration has underpinned reported industry benefits. During 2009-10 SCA guided the development of the 2010-2015 SISP to provide a blueprint for the sheepmeat industry for the next five years. The plan provided a link to the overarching framework, the Meat Industry Strategic Plan (MISP) developed by the RMAC and strategies which guide individual agencies, corporations and entities servicing the sheepmeat industry. This includes the National Sheepmeat Production RD&E Strategy, MLA, Australian Meat Processor Corporation, NRS, AHA and other agencies responsible for implementing RD&E. The SISP continues to be the roadmap to ensure all of the sheepmeat industry has a focus – it has a set of agreed, clearly articulated outcomes that produce results across the entire industry. It seeks to include all sectors to harness their energy and resources, achieve collaboration and cooperation to provide premium lamb to the world. In short, it is the foundation for our success. SCA led the midterm review of the plan; the revised plan now reflects issues associated with the live exports, given the very important part that this trade plays in the Australian sheep industry. SCA continues to work closely with key organisations and stakeholders to refine the activities and responsibilities outlined in the plan. Work has commenced to develop the next SISP. This will include a review of MISP and SISP 2010-2015 and a process to collate material to inform the development for the Strategy from 2015- 2020. This strategic plan will again be integrated into the overarching framework provided for the red meat industry through the Meat Industry Strategic Plan (MISP) IV. STRATEGIC PLANNING Since the 1990’s SCA has been leading the industry through strategic planning, helping the industry to remain competitive and expand into global markets. Be part of the development of the next SISP ... for more information please visit www.sheepmeatcouncil.com.au
Sheepmeat 2015 2016