Teys Australia is a big advocate for value based marketing (VBM) – that is, payment on the basis of actual beef carcase weight and quality. Supplying carcase feedback to the farmgate – in a way that facilitates the production of high yields and better eating quality – is the way to unlock future value in the beef game.
Recently, Teys Australia’s Tom Maguire attended an industry breakfast in Alice Springs. He spoke about our belief that the current grid system is not doing an effective job of communicating the true value of carcases to the people who grow the animals. According to Tom, it’s not that there’s a shortage of data – it’s just that data isn’t particularly “usable,” as it isn’t conveyed in a manner that facilitates action or awareness. Tom estimates that there is $100 million in lost opportunity for the industry that could be rectified “just by giving people data they can use.”
Useable data is the number one way the beef industry can efficiently deliver consumers a product that meets their needs, and in doing this lies the opportunity to lift returns to all sectors of the supply chain.
Two years ago, on Teys Australia’s 70th anniversary, our employees gathered to reflect upon how we can remain successful for another 70 years to come. We came to the conclusion that we need to evolve to survive. So, in order to improve carcase feedback, we have been working to get systems in place that resemble the video referee or third umpire in terms of carcase measurement. These systems include dual energy x-ray absorptiometry (DEXA), which we view as a prerequisite for automation.