BORDER BEEF MARKETING
The Border Beef Marketing Cooperative was formed in early 1996 after a group of like-minded producers met in the Queensland boarder town of Goondiwindi to discuss ways of cooperating more closely. The group of OLM clients initially canvassed ideas about how to coordinate marketing activities in order to improve their collective marketing performance.
The 17 beef producing businesses present at the first meeting resolved to form the Border Beef marketing alliance with the aims of improving the profitability of the group’s members by providing a reliable and high quality supply of beef into the marketplace. Each alliance member committed to supply specified numbers of cattle into the alliance at agreed specifications and OLM were employed to ensure market compliance within the group.
All members committed to paying an annual membership fee and a per head levy on stock marketed through the group. Boggabilla based Border Beef member Richard Doyle believes this initial commitment from Border Beef members was one of the most critical factors in the success of the alliance. He said members committed to supplying cattle, despite not knowing what the seasonal or environmental conditions would be at that time. “Commitment to the alliance is really one of the most crucial factors and what we have seen in the Border Beef group is people who have gone to amazing lengths to meet their commitments,” he said. “People have put cattle into feedlots, sought agistment and even bought cattle in just to meet their requirements for the group. They have done that because they are ultimately committed to the objectives of the organisation.”
Over the past decade, the Border Beef Group has enjoyed outstanding success in group marketing through shared information, aggregation of sale cattle and a commitment to innovation within the beef supply chain.
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