FROM the need to call out claims coming from fake meat quarters to the opportunities that will go wanting with a xenophobic approach to foreign investment in agriculture, the latest State of the Industry report for red meat packs a big punch.
To be launched in Canberra today, the Meat and Livestock Australia commissioned report benchmarks where Australia sits in terms of red meat production, consumption and exports and sets out its economic significance.
Australia’s red meat and livestock industry turned over $65 billion in 2016-17, up 36 per cent in four years.
To put that in perspective, it is only 20pc lower than the entire information, media and telecommunications industry and greater than education and training.
The increase was driven by a 57pc lift in turnover on-farm, across beef, sheep and mixed farming, although turnover in processing was also up 30pc.
Processing is the sub-sector which turns over the most dollars at 27pc but beef cattle farming is very close at 25pc.
The three mainland eastern states account for 74pc of the industry’s turnover.
Chair of the Red Meat Advisory Council Don Mackay said red meat’s value was underestimated.
“It is now the single largest trade-exposed manufacturing industry in Australia,” he said.
“We have seen the demise of so much manufacturing in Australia - motorcars and clothing are now long gone - so these figures, with over 430,000 people employed in red meat and livestock, show the significance of our industry,” he said.
“Those same people are the custodians of a large part of the Australian landscape.
“This industry is a vital part of the fabric of the country.”
That meant all settings from the government had to be on track to ensure industry growth.
That included a need for the government to “stand up and defend the industry” against anti-meat activities and ensure the stories being told were accurate, according to Mr Mackay.
Red meat had always faced competition from cheaper proteins like chicken, pork and seafood but now it was facing increased competition from the likes of lab-grown or cellular products which imitate the eating experience of meat.
The report said artificial meat manufacturers were attempting to tap into consumer megatrends around ethics and sustainability.
Right now, consumers appeared reluctant to adopt these as a replacement for the real thing, it found.
Consumer research quoted in the report showed most Australians were not aware of scientifically-produced meats. Of those who were, only one in five found it appealing with the main concerns being around its unknown healthfulness and safety.
Mr Mackay said: “For us to simply think it’s a long way away and not worry about it would be inappropriate, we have to understand what is driving this.
“We don’t sit in opposition to developments in technology but some of the commentary around it being sold as ‘clean’ meat or better for environment, that has no substance in truth and we have to call it out.
“At the same time, red meat has to ensure it has constant improvement in how sustainably it is running things.”
Meanwhile, the report quoted big bank calculations that the industry would require additional funds of $600 billion to 2050 and said foreign investment was likely to play a critical role.
“There is no way our industry can grow and develop from capital only from Australia,” Mr Mackay said.
“It has never been possible before and there simply isn’t a big enough appetite here now.
“We are not advocating for opening the doors without rules but clearly we have to give ourselves the best opportunities to utilise the capital out there, keeping in mind this money has other places to go.
“The tendency to look at some of these investments as if the farm is ‘sold and gone’ has to change.”