The development of new value-added beef products for the Asian region has been enhanced by a Singapore market assessment by a group of agribusiness students from UQ Gatton.
Stanbroke Pastoral Company, owner of the largest cattle herd in Australia, commissioned the study for its branded product Diamantina Beef.
Stanbroke Marketing Manager Dhughal Cowan said the company was keen to increase its range under the Diamantina banner, particularly in export markets.
“Singapore was selected because we have established a working relationship with a retailer in that market,” he said.
“The company is just at the start of a long-term development and this information on Asian consumer tastes will be invaluable.
“We’re also happy to have contributed to the students’ learning experience. It’s been a good real-world test for them.”
UQ Gatton agribusiness Associate Professor Ray Collins, who accompanied the group to Singapore, said face-to-face interviews had been conducted with more than 500 consumers in the act of buying meat.
“The group also met butcher and supermarket representatives and studied the meat transport and distribution supply chain in Singapore,” Dr Collins said.
“Singapore consumers are switched on to brands and are very conscious of the food they choose to eat. Buying decisions are not just price driven. They understand value for money.
“With a population of 4 million and 7.5 million tourists a year, it is not a market to be ignored.”
Dr Collins said the Singapore study for Stanbroke was one of five overseas market projects completed by final-year students in 2002.
“We concentrate on the Asian markets which are so important to Australian exporters and our senior staff have developed extremely valuable contacts through regular annual visits to the region,” he said.
“Students have assessed markets for a wide range of companies over the past few years and their reports have been extremely well-received.”
Dr Collins said the client company awarded 40 percent of the subject marks, making the program unique.
“The agribusiness degree at UQ Gatton is well-regarded by industry and graduates enjoy a high success rate in gaining jobs,” he said.
“Our program is supplying an employment growth market.”
Media: For more information contact Associate Professor Ray Collins telephone 07 5460 1328.
