Tough times in the bush demand innovative approaches to marketing, according to UQ Gatton Associate Professors Ray Collins and Tony Dunne.
They say strength gained by like-minded groups combining to form profitable market supply chains is now evident across rural Australia.
They have been at the forefront of supply chain management, distilling years of tertiary teaching experience and research into a blueprint released nationally on compact disc.
The two were key speakers at a beef supply chain management conference hosted by Meat and Livestock Australia in Brisbane on November 1 and 2. And they have just completed a round of workshops on forming and managing supply chains in agribusiness in Adelaide, Melbourne, Sydney and Brisbane.
Associate Professor Collins is a board member of the Federal Government’s New Industries Development Program, the major funder of the learning tool.
“It took us 12 months to bring all the material together into a CD,” Associate Professor Collins said.
The self-learning program combines the theory and practical workings of a supply chain with a workbook for participants to complete. It features case studies and an extensive resource library.
Associate Professor Collins said the partnership between the University, Government and rural industry was helping to change traditional approaches to marketing.
“It’s a natural extension of our work with the Agribusiness degree program at UQ Gatton — the most respected program of its type in Australia and one of the leading programs in the world,” he said.
“Many of our students go on to play leading corporate roles in the rural business sector.”
He told conference delegates that forming alliances was both challenging and rewarding.
“It is a business strategy which can be adapted to suit the largest or smallest producer,” he said.
“The key focus in a successful supply chain has to be your customer or product consumer. Supply the product they want and demand will drive your business.
“Forming and maintaining a supply chain is always hard work, but it can really pay off in a competitive marketplace.”
“There are a number of successful models now operating across a range of rural industries. They are enjoying the benefits of a marketing edge in a tough rural environment.”
Media: For more information, contact Ray Collins (telephone 07 5460 1328) or Anthony Smith (telephone 0409 265587).
