For the beef industry to be sustainable and profitable
into the future, it must continue to engage with the next generation of
producers. The beef industry recognizes the importance of fostering
a modern agricultural workforce that encourages innovation along
with the ability to attract and retain young people as critical to
long-term success. Through consultation with Meat and Livestock
Australia (MLA), McDonald’s Australia and New Zealand learned
that key areas of interest for young producers included business
efficiency, sustainable red meat production, pasture optimization
and breeding technology. Hands-on practical demonstrations, tours,
workshops and activities that have a social networking aspect were
recommended as the best form of engagement.