Grand scale: More than 100,000 visitors are expected at the Rockhampton Showgrounds for Beef Australia 2021 from May 2 to 8, where they'll be able to inspect over 5000 exceptional cattle encompassing a vast range of breeds.

Grand scale: More than 100,000 visitors are expected at the Rockhampton Showgrounds for Beef Australia 2021 from May 2 to 8, where they'll be able to inspect over 5000 exceptional cattle encompassing a vast range of breeds.

Celebrating Aussie beef

Celebrating Aussie beef

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The countdown has officially started for the ever-popular triennial Beef Australia expo to be held in Rockhampton, from May 2 to 8 in 2021 with the events digital launch taking place from May 18 to 22.

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This article is sponsored content for Beef Australia

Beef 2021 launch is a virtual success

The countdown has officially begun for the ever-popular triennial Beef Australia expo in Rockhampton from May 2 to 8, 2021. The organisation held a digital launch from May 18 to 22 in place of the traditional "one year out" events, cancelled due to COVID-19 restriction.

Bryce Camm is looking forward to his first event as chairman of the organisation.

"We've just unveiled refreshed branding, shared messages from our Principal Partners and announced initiatives to 'lift the bar' on an already iconic, globally-acclaimed event," he said.

Beef Australia CEO Ian Mill said they're proud to be increasing the events footprint in 2021, with the program set to feature Rockhampton and the beautiful Capricorn region.

"We're committed to supporting business in the region, after injecting over $80 million into the local economy in 2018," he said.

"The program will feature events outside the showgrounds and we're thrilled to announce the sell-out Beef Australia Ball and a brand new Community Fair Day will be held on the picturesque banks of the Fitzroy River."

Ag tech: Industry technology will be showcased in a world-first display from conception to consumption in the Ken Coombe Tech Yards.

Ag tech: Industry technology will be showcased in a world-first display from conception to consumption in the Ken Coombe Tech Yards.

There was a focus on celebrating the diversity of Australian beef producers.

"Beef Australia is the largest show of its kind in the Southern Hemisphere and we're excited to see participation from other states growing every event," Mr Camm said.

Beef Australia stud and commercial cattle competitions are the largest of any in the country and the carcase competition is the only national competition.

We've announced initiatives to 'lift the bar' on an already iconic, globally-acclaimed event. - Beef Australia chair Bryce Camm

"The carcase competition has just launched. We've adapted the format to ensure its ongoing success despite challenges from COVID-19. In place of a single judge travelling to each abattoir, we are utilising modern technology to ensure judging consistency," Mr Mill said.

The Queensland government featured in the launch. Having committed $1 million to the 2021 event, it shared its passion for the biggest beef event in the country.

"Beef Australia provides a platform for business, education, competition, tourism and entertainment, though all who attend have one thing in common - a love of beef," Mr Mill said.

The federal government also increased its funding for the 2021 event.

"Meat processing is the largest remaining manufacturing industry in Australia and we are proud to play a role in showcasing it to the world," Mr Camm said.

A shared love: Beef Australia provides a platform for business, education, competition, tourism and entertainment, though all who attend share a love of beef.

A shared love: Beef Australia provides a platform for business, education, competition, tourism and entertainment, though all who attend share a love of beef.

Beef means business and visitors will be able to inspect more than 500 trade fair sites, learn and network at symposiums and seminars, and develop and nurture business relationships over a steak.

The third Graeme Acton Beef Connections Program was also launched.

"The program provides young and ambitious industry members with a chance to be mentored, developing a project which culminates with a presentation at Beef 2021," Mr Mill said.

"What's your beef" - a weekly podcast designed to take listeners behind the scenes of the event, with interviews featuring beef industry experts and some of the characters involved in bringing the event to life was also launched.

The Beef Australia Seal of Approval is another new initiative that was launched. The initiative is designed to showcase venues throughout the Capricorn region that serve Australian beef, are innovative in their use of a variety of cuts and demonstrate brand integrity.

"We're looking forward to supporting business in our region when they're operational again."

The final major announcement and new initiative was the Ken Coombe Tech Yards. The unveiling of plans for this dedicated agricultural technology hub is sure to be of interest to not only the Australian beef industry, but to the world. Plans include ensuring the world-first display of technology from conception to consumption will be accessible for those at the event and others seeking information from afar.

This article is sponsored content for Beef Australia

The story Celebrating Aussie beef first appeared on The Land.

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