Pip Band and Tony Hegarty - Global Sustainability Impacts - Australia
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The document outlines the Australian beef industry's sustainability framework, emphasizing social, environmental, and economic responsibilities. Key priorities include animal welfare, climate change, and producer engagement, alongside consumer insights on expectations regarding sustainable beef production. Achievements and future directions focus on fostering collaboration among stakeholders and improving industry practices to enhance public trust in sustainable agriculture.
![LIVE TRANSPORT AND SLAUGHTER ARE OF
GREATEST CONCERN
17
35
58
67
56
On a farm
At a grain feeding facility
(feedlot)
Live transportation in
trucks
Live transportation in
ships
Slaughter
Concerns related to specific production stages
(Total concern, T2B%) Among red meat eaters
W3 Jun12… W4 Jun13… W5 Jun14… W6 Jun15…
W7 Jun16… W8 Jun17… W8 Jun18…C5/C5b. Please indicate how concerned you are
about the following stages of [beef/lamb]
production
Base: MGB/MMP who are non-rejectors of red
meat (i.e. must eat beef and/or lamb)
1. The Framework approach
2. What consumers expect
3. Lessons learned to date
4. Producer engagement](https://image.slidesharecdn.com/181010grsbreg1bandb-190121210703/85/Pip-Band-and-Tony-Hegarty-Global-Sustainability-Impacts-Australia-17-320.jpg)
Pip Band and Tony Hegarty - Global Sustainability Impacts - Australia
- 1. MEETING STAKEHOLDERS’ SUSTAINABILITY EXPECTATIONS Pip Band – Manager Sustainability Strategy & Stakeholder Tony Hegarty – Producer and member of Sustainability Steering Group
- 2. AUSTRALIA 1. The Framework approach 2. What consumers expect 3. Achievements and lessons 4. Where to next
- 3. FRAMEWORK APPROACH Tony Hegarty – Producer and member of Sustainability Steering Group
- 4. THE FRAMEWORK 1. The Framework approach 2. What consumers expect 3. Lessons learned to date 4. Producer engagement Our vision A thriving Australian beef industry that strives to continuously improve the wellbeing of people, animals and the environment. How we define sustainability Sustainability is the production of beef in a manner this socially, environmentally and economically responsible. We do this through the care of natural resources, people and community, the health and welfare of animals, and the drive for continuous improvement. “ ”
- 5. OUR SIX KEY PRIORITIES Animal husbandry techniques Profitability across the value chain Balance of tree and grass cover Climate change risk Antimicrobial stewardship Health and safety of people in the industry 1. The Framework approach 2. What consumers expect 3. Lessons learned to date 4. Producer engagement
- 7. Informing the process: Consumer research, retailer discussions, NGO discussions, global frameworks reviewed FRAMEWORK DEVELOPMENT Key activities undertaken to inform development Feb 2016 Apr-Jun 16 Sep – Oct 16 April 2017 SUSTAINABILITY STEERING GROUP FORMED Red Meat Advisory Council appoints a Sustainability Steering Group to lead the development of the first Sustainability Framework. A review of key issues, indicators with producers, lot-feeders, processors and live exporters. INDUSTRY CONSULTATION The views of stakeholders from outside the beef industry, including special interest groups were sought. EXTERNAL CONSULTATION & MATERIALITY REFRESH Community consultation website enabled views of grass roots industry and external stakeholders to be gathered. ONLINE CONSULTATION First report released and new Sustainability Steering Group appointed to lead implementation. REPORT RELEASE Jan – Feb 17
- 8. HOW IS THE FRAMEWORK USED? 1. The Framework approach 2. What consumers expect 3. Lessons learned to date 4. Producer engagement Advise industry where investment in research, development and adoption is required Foster constructive relationships with stakeholders Help protect and grow access to investment, market access and finance Promote our industry to the community and customers
- 9. GOVERNANCE STRUCTURE 1. The Framework approach 2. What consumers expect 3. Lessons learned to date 4. Producer engagement
- 10. WHAT CONSUMERS EXPECT AND WANT Pip Band Manager, Sustainability Strategy & Stakeholder
- 11. 1 1 1 1 2 2 34 4 4 5 5 7 6 38 37 33 32 40 39 38 39 39 37 39 36 38 38 18 18 25 23 17 15 16 W3 Jun12 W4 Jun13 W5 Jun14 W6 Jun15 W7 Jun16 W8 Jun17 W9 Jun18 Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree Belief that the Australian red meat industry is committed to sustainable production remains around 50%, a high level, but not as high as 3-4 years ago 1. The Framework approach 2. What consumers expect 3. Lessons learned to date 4. Producer engagement IS BEEF SUSTAINABLY PRODUCED?
- 12. Only 1.8% of Main Grocery Buyers are eating less red meat primarily due to environmental concerns. Main reason for eating less red meat (%) (re-based to total meat eating sample) FORCED ONE RESPONSE ONLY 0 2 4 6 8 10 12 14 16 18 Too expensive Health Animal welfare Environmental NET Animal welfare + environment W1 Feb10 (n=761) W2 Dec10 (n=1000) W3 Jun12 (n=1002) W4 Jun13 (n=602) W5 Jun14 (n=1001) W6 Jun15 (n=1007) W7 Jun16 (n=1389) W8 Jun16 (n=1400) W9 Jun18 (n=1425) A9. And which ONE of the following best describes why you have reduced the amount of red meat you are eating? Base: Total meat eating sample 1. The Framework approach 2. What consumers expect 3. Lessons learned to date 4. Producer engagement REASONS FOR EATING LESS RED MEAT
- 13. KEY REASONS REDUCERS 0 20 40 60 80 Find red meat too expensive for my budget Concerned about the effects of eating red meat on my (or my family's) health* Concerned about the red meat industry’s treatment of animals Concerned about the effects of red meat production on climate change Concerned about the effects of red meat production on other aspects of the… Don’t like the taste of red meat anymore Other reasons NET Environment Reasons for eating less red meat (%), among red meat reducers (Respondents could pick as many reasons as appropriate) Source: Pollinate 2017 V4. What are the main reasons you reduced eating red meat? Base: Eat red meat LESS often now, compared to 1 year ago, N= 437 * Or my family’s added to reason in Jun ‘17 1. The Framework approach 2. What consumers expect 3. Lessons learned to date 4. Producer engagement
- 14. KEY REASONS VEGETARIANS Source: Pollinate 2017 V2. What are the main reasons you don’t eat meat? Base: Vegetarians and red meat rejectors, n=111 / 101 0 20 40 60 80 Animal welfare reasons Environmental reasons Dietary/nutritional reasons Cost reasons Personal history/cultural reasons Religious reasons Other reasons Claimed reasons for not eating meat (%), among vegetarians 1. The Framework approach 2. What consumers expect 3. Lessons learned to date 4. Producer engagement
- 15. BUT WE BRING THEM BACK!!! (Driven primarily by health concerns) V6. Have you ever been a vegetarian (i.e. stopped eating meat for a while)? Base: MGB/MMP who are non-rejectors of red meat (i.e. must eat beef and/or lamb) n=1389 / 1400 / 1425 15 13 14 15 Yes W7 Jun'16 W8 Jun'17 Ever been a vegetarian (%)? Among current red meat eaters
- 16. MILLENNIALS LEAD ETHICAL PUSH % of Gen Y (Millennials) % of Gen X % of Boomers % of Silent Generation Ethical reasons 24% 18% 14% 11% Environmental reasons 32% 23% 17% 11% Religious reasons 13% 9% 4% 2% Health reasons 37% 36% 28% 18% Taste reasons 21% 18% 15% 9% None of the above - I would never eat this 29% 38% 51% 66% Which of the following reasons would make you consider eating 'vegan meat? Source: GlobalData Global Consumer Survey 2018 1. The Framework approach 2. What consumers expect 3. Lessons learned to date 4. Producer engagement
- 17. LIVE TRANSPORT AND SLAUGHTER ARE OF GREATEST CONCERN 17 35 58 67 56 On a farm At a grain feeding facility (feedlot) Live transportation in trucks Live transportation in ships Slaughter Concerns related to specific production stages (Total concern, T2B%) Among red meat eaters W3 Jun12… W4 Jun13… W5 Jun14… W6 Jun15… W7 Jun16… W8 Jun17… W8 Jun18…C5/C5b. Please indicate how concerned you are about the following stages of [beef/lamb] production Base: MGB/MMP who are non-rejectors of red meat (i.e. must eat beef and/or lamb) 1. The Framework approach 2. What consumers expect 3. Lessons learned to date 4. Producer engagement
- 18. AUSTRALIANS MIGHT PAY EXTRA FOR CERTIFIED ETHICALLY MEAT 27 27 20 20 59 59 55 54 15 15 26 26 Jun'17 (n=1400) Jun'18 (n=1425) Jun'17 (n=1400) Jun'18 (n=1425) Yes, definitely Possibly No, definitely not Willingness to pay for meat certified as… Having a lower negative impact on the environment Coming from an animal that has been treated humanely X3. Would you pay more for meat (e.g. beef) that is 3rd party certified as having a lower negative impact on the environment? X5. Would you pay more for meat (e.g. beef) that is 3rd party certified as coming from an animal that has been treated humanely? Base: Total meat eating sample n=1400 / 1425 1. The Framework approach 2. What consumers expect 3. Lessons learned to date 4. Producer engagement
- 19. CONSUMER RESEARCH What do consumers think of red meat? • Tastes great • Provides variety • Dietary staple for family • Spaghetti Bol. #1 go-to meal for kids • Steak is a looked-forward-to reward • Good for me • Source of protein and iron There is a genuine love for red meat, but we need to maintain trust. 1. The Framework approach 2. What consumers expect 3. Lessons learned to date 4. Producer engagement
- 20. CONSUMER VIEWS Are interested in finding out about the indicators in the framework51% 63% 63% Feel more confident in industry knowing this information is available Think that having the involvement of animal welfare and environment groups make them more confident in the integrity of the industry 1. The Framework approach 2. What consumers expect 3. Lessons learned to date 4. Producer engagement
- 21. CONSTRUCTIVE COLLABORATION Animal activists – no use of animals Moderates that will work with industry More likely to work with industry and support best practice 1. The Framework approach 2. What consumers expect 3. Lessons learned to date 4. Producer engagement
- 22. FOCUSING ON THE INFLUENCERS Industry External Peak councils, bodies Customers, NGOs, think tanks, government, business, interest groups 1. The Framework approach 2. What consumers expect 3. Lessons learned to date 4. Producer engagement
- 24. HIGHLIGHTS 1. The Framework approach 2. What consumers expect 3. Lessons learned to date 4. Producer engagement
- 25. HIGHLIGHTS 1. The Framework approach 2. What consumers expect 3. Lessons learned to date 4. Producer engagement
- 26. HIGHLIGHTS 1. The Framework approach 2. What consumers expect 3. Lessons learned to date 4. Producer engagement
- 27. STOCKTAKE OF ACTIVITY Priority areas for action Research Adoption Industry & data systems Animal husbandry techniques Profitability across value chain Balance of tree and grass cover Antimicrobial stewardship Manage climate change risk Health and safety of people in the industry Activities have been significantly progressed Activities have been progressed Activities are in their early stages
- 28. LESSONS LEARNT 1. The Framework approach 2. What consumers expect 3. Lessons learned to date 4. Producer engagement
- 29. WHERE TO NEXT? Pip Band
- 31. CHANGING PRACTICES 1. The Framework approach 2. What consumers expect 3. Lessons learned to date 4. Producer engagement 2017 2018 2017 2017 2017 2018 2019 Producer awareness Consumer is king Adoption on-farm On-farm verified systems
- 32. MAINTAINING COMMUNITY TRUST National approaches Global message alignment
- 33. AUSTRALIAN APPROACH 1. The Framework approach 2. What consumers expect 3. Lessons learned to date 4. Producer engagement
Editor's Notes
- #5: At a very high level, our framework has established A vision for what we seek to achieve An agreed definition of sustainability – which as all definitions need to be is quite high level, but under that sits the detail of the definition:
- #6: There are four themes. And under them - 23 priority areas, or what our key stakeholders have told us is important across our four themes of animal welfare, economic, environment and community., Working with our Consultative Committee who is made up of industry, retailers, banks, institutional investors, government, environment and welfare groups 6 of the 23 priority areas have been selected as high priority. These are: Animal husbandry – which includes pain relief and poll gene Profitability across the value chain Balance of tree and grass cover Managing climate risk Antimicrobial stewardship Then one was missed by this group, that the SSG added Health and safety of people in the industry
- #7: While we won’t talk to process today, I wanted to highlight that our process started all the way back in 2011 when we first undertook a materiality review to understand the key issues that industry should report on. At this time CCA joined GRSB and we attempted to establish an Australian roundtable, but were met with some political opposition. We continued to work behind the scenes on an approach over this period. In 2015 Deloitte undertook a review to understand what data existed against the technical review and we also did a lot of work around social licence. In 2016 our framework process was formally commenced
- #8: We then ran a consultation period over 14 months before our first report was released last year. This year we then released the first annual update.
- #9: Our industry uses the framework to: Advise industry where investment in research, development and adoption is required to deliver on the goal of continual improvement. Fostering constructive relationships with stakeholders is what the framework has been most effective in delivering for industry to date. As an industry we have moved significantly to opening the door to different stakeholders to invite their input on how industry should address certain issues. We know that to access markets and gain access to finance that proof of our sustainability credentials is required And of course the framework is used to help promote the good work, as well as acknowledge where further work is required.
- #10: Support – Funded by producer levies.
- #12: We see little cynicism towads to the industry commitment to sustainable production with only 9% disagreeing or strongly disagreeing that there is commitment to sustainable production of beef and lamb. This is high, but not as high as it has been and certainly something we don’t want to see slip. B3B higher among 18-29. Women. SINKs
- #13: Cost as we discussed at the start is the key driver for reducing consumption Health is also a concern and one that MLAs nutrition program works hard on addressing with key influencers in the nutrition and health space Then as you can see animal welfare and environment tend to mirror each other, which the researchers hypothesise is the same group of more engaged consumers just moving from issue to issue depending on what is topical. A good point to end on is that it has been relatively stable at 5% over the eight years of tracking. Cost is the prohibiting reason rather than environment for eating less red meat Correlations: Expensive x Health = -.83 Animal welfare x Environment = -.85
- #14: Community sentiment tracking (AU) shows that issues of sustainability, including emisisons profile influences both reduction and abolition of red meat consumption.
- #17: An obvious place to look for the consumer of tomorrow is milenials, or the young consumer group now. Milenials lead the charge with ethical concerns, including environemtn. And when asked which reasons wouild make them consider vegan meat – 32% of millennials would do so for environmental reasons
- #18: But when prompted where the concern is in the value chain is not surprisingly at the transportation and processing end.
- #19: Yes more 18-29 higher, those who are eating meat MORE often, Constrained aspirers NOT over 50’s , enthusiastic taste pleasters, disengaged quick fixers, older families NO – 50+, male, enthusiastic taste pleasers YES – 18-29, female, those who eat meat MORE often, Constrained aspirers
- #20: Our research over 9 years tracks community perception of beef, lamb and goat and any concerns they have. The great news is that overwhelmingly people love the product you produce. They think the product: Sxxx
- #21: Will think about the wrap up here. – Positve to think back at consumer research and while we don’t see sustainability as a driver now, that same consumer research shows
- #22: These concerns may also be exacerbated by the increasing sophistication of activist groups. Recent data shows that 70% of consumers in metro areas in Australia have been exposed to a message from an animal welfare activist group in the last month. However despite this messaging consumers are sceptical –less than half of consumers believed messages from activists. Source: NSW Farmers Consumer Sentiment Study March 2018, Quantum Research
- #25: Since our framework was first launched in April 2017 and our first annual update report being released in May this year a few of the things we are proudest of are: The issue of vegetation management in Australia is extremely political and there is also not agreement on definitions, what is critical ecologically and the impacts this has on production. For this reason we have established an expert working group to advise us on the best indicators in this area. Recognising this the steering group has sought the views of our countries leading ecologists, remote sensing and production experts to advise on definitions, approaches to measurement and revised indicators for this key priority area. For industry establishing such a group and transparently working through what are quite sensitive issues, is a really good achievement and something that shows the maturity of the approach to where we were a few years ago. As I mentioned before it was a highlight to work so cooperatively with stakeholders to firstly identify the 23 priority areas and then to work on narrowing our short to medium term focus down to six key priority areas. This has set us a clear path of where to focus efforts.
- #26: A $35million strategic research partnership with 12 research organisations committed to improving Australia’s already world class animal welfare practices. The partnership is looking at issues including replacing aversive practices, early detection tools for animal disease and reducing mortality rates. We are already on the path to remove the need to de-horn with 51% of cows and 71% of bulls now with the poll gene. There is also a rapid increase occurring in the use of pain relief, which became commercially available in 2016 in Australia. Acknowledging the concern around Antimicrobial resistance, the industry has also established a proactive antibiotic monitoring program in feedlots. In the economic resilience theme Our Meat standards Australia program, which was the world’s first and is the world’s leading eating quality approach……. Has been delivering returns back to the farm gate, as well as providing our consumers assuranace that when they buy Australian beef it will eat well. Our flagship approach to adoption has shown a 30% boost in producer knowledge and skills. We are now exploring how to further weave sustainability into this program.
- #27: Within environment as mentioned we are really proud of a commitment to pursue carbon neutrality and we feel confident with a 45% reduction since our baseline year of 2005 (aligns with paris) In our feedlotting industry we have established a proactive antibiotic continuous improvement program to help feedlotters understand and ensure appropriate use of antimicrobials and therefore reduce the risk of antimicrobial resistance. This approach aligns with the 5 r’s. (responsibility, review, reduce, refine, replace)
- #28: One of the key steps we have taken over the past year is to undertake a basic stocktake to understand all of the activity underway and to remove duplication and identify gaps. This was across industry bodies, government groups and private companies. We looked across research addressing the key areas, adoption programs in place and data and industry integrity systems.
- #29: Some of the key lessons that we have learnt are: Firstly with stakeholder engagement … That by brining single interest groups together, we can show the complexity and interconnectedness of issues. We have also had huge learnings from having various industry groups in the process. We have more friends than we thought we did. There have been lots of stakeholders that for some time industry was perhaps sceptical of, that have been really constructive to work with. Looking at producers We learnt that repetition is key…. We need to get the message through 6 or more times and that is just in the awareness raising. Then the challenge of adoption begins. We have learnt that to get the attention of producers with sustainability, that the best approach is to have the message come from customers or banks. Where the money comes from talks. We also learnt that with the approach initially to set up a roundtable, that unless we take everyone along from the start that we will loose control of the discussion and agenda. MAYBE ELABORATE A BIT? Political situation at the start – another lesson of keeping everyone informed.
- #30: Raise awareness with producers Ensure practices are aligned with community expectations through adoption Strengthen messages to consumers that the global beef industry is sustainable
- #31: Raising awareness to producers of the why and we will do this by connecting to consumer and other key stakeholders Link in with existing successful adoption programs and strengthen sustainability links
- #34: To finish with, in Australia while we have a different approach we see that we are on the same road of sustainability as our colleagues here. We have taken time to engage with stakeholders and identify and then prioritise the most important issues. We do this while always keeping an eye on what our consumers domestically and globally are doing and thinking. And while we are still very much in the start up phase, we are excited to be moving into a phase of engagement with producers as well as working cooperatively with other beef producing countries on how we can continue to maintain community trust to ensure a sustainable global beef industry.