The Nature's Beef vision puts consumers first

摘要

The trend for 'natural' beef is driven purely by the desire to satisfy the customer need of having a clean, green product to buy. The beef industry, as typical of a mature commodity, is mainly concerned about production and the means by which beef isproduced. It is firmly in the hands of commodity traders who are mainly concerned about the 'deal' and the margins they are making. As producers, the industry cannot lose sight of the fact that the end result of all it does is for someone to 'eat our product'. Therefore, if it does not taste good then it is no good. In our own producer alliances, we say to our members to belong to Nature's Beef - you belong to the Meal Business, on longer should you consider yourself as part of the livestock industry.