WHEN Super Butcher’s managing director Susan McDonald took to the stage at the Young Beef Producers’ Forum, she had some tough love to dish out to the attendees.
With six stores and 10,000 customers each week, Ms McDonald said keeping the dialogue open with consumers was vital to the future of the industry.
But one point she made during the speech caught everyone’s attention – when she referenced the AgForce-organised state rally against proposed vegetation clearing laws during the week of the Ekka in Brisbane.
“One of our peak industry bodies organised a rally in the city, attended by hundreds of farmers,” she said.
To win we must stop publicly rejecting the very things that are important to the market that we are trying to sell to.
- Susan McDonald
“In a week when we showcase our industry and our future, we’re telling those consumers that we don’t care about them - right before we asked them to buy our products and support us.
“I ask you now - do we want to be right, or do we want to win?
“To win we must stop publicly rejecting the very things that are important to the market that we are trying to sell to.”
Ms McDonald said while the industry may believe it is doing the right thing, farmers needed to utilise technology to start creating a platform where consumers have the chance to ask the questions they are interested in.
“While we can better access our customers, they can better access us, what we are doing and how we are producing our products,” she said.
Kelly Butterworth
Rockhampton-based journalist covering all things ag.
Rockhampton-based journalist covering all things ag.
