What’s Your Beef?

“Back in the day,” and someone begins to reminiscence of good times past. Well back in the day, the early 1930s in fact, a group of cattlemen recognised the need for a breed to suit the Australian environment, Today, Droughtmaster cattle are perfectly suited to thrive in Australia’s challenging climatic conditions. Droughtmaster was officially recognised in 2006 by the National Trust as a Queensland Icon.

Launching a program celebrating the breed as Australia’s Natural Wonder General Manager of Droughtmaster Australia, Simon Gleeson said the cattle industry is the lifeblood of Australia, but it is facing questions around sustainability, versatility, and long-term production.

“Droughtmaster as a breed can answer them all because the breed was developed for Australian conditions,” said Mr Gleeson.

“That means more breeding by cattle farmers, more butchers, hoteliers, and restaurateurs buying and selling Droughtmaster beef, and more members of the public asking for Droughtmaster beef when they dine out or shop.

“Demands are changing rapidly; there is an unmistakable push for improved animal welfare and for sustainable and natural protein. As a breed Droughtmaster are easy care, environmentally friendly cattle, capable of grazing rangelands often unsuitable for crop production yet delivering eating quality equivalent to the best available.

“We are asking Australians up and down the beef supply chain to embrace our breed.”

Droughtmaster cattle consistently perform despite adverse environments. The breed is also wonderful to work with. Droughtmaster is consistently tender and flavourful because of the temperament of the cattle.  From paddock to plate, the message is Droughtmaster.

In response to the global pandemic consumer behaviour changed food habits irrevocably. People took time to know about their food supply, to take time to select, prepare, cook, and share food once more.

As we get our days back, get personal with food choices, you’ll find it enriching. Meet your supplier, at the fresh food markets talk to stall holders, drive into the country, visit producers, meet your local butcher.

Just like back in the day.

As restrictions lift and celebration of family and friends return, as the festive season approaches it means sharing food.

So, what’s your beef? Droughtmaster. Ask for it by name.