Industry leaders at BeefEx advised Australia to focus on expanding grainfed, premium beef and feedlot capacity to protect value amid rising South American supply, protectionist policies and shifting export demand.
Expanding and optimising feedlot capacity is central: better genetics, shorter feeding times, more marbling and consistent programs increase returns.
Southern Asia and the Middle East are priority growth markets for boxed, grainfed beef because of proximity and rising demand.
The current US market window offers a chance to gain long-term buyers if Australian suppliers deliver consistent, trusted product while the US herd rebuilds.
At BeefEx, a panel that included JBS Northern COO Brendan Tatt and MLA international market manager Andrew Cox reviewed how Australian beef should respond to tougher export market conditions. They warned that expanding South American supply, protectionist measures and changing buyer dynamics mean Australia should avoid head-to-head competition with Brazil on commodity beef.
Brendan Tatt said Brazil's scale and low-cost position make it unrealistic for Australia to outcompete on commodity beef. Competing directly would mean margin pressure and an uncertain future. Instead, Tatt urged a strategic pivot toward premium, grainfed product where Australia can extract higher returns.
How grainfed premium beef fits the strategy
Key operational priorities raised at BeefEx
Target markets and market development
Andrew Cox, based in Singapore, identified Southern Asia and the Middle East as growth opportunities for boxed Australian beef. He compared the market development path to how Australia progressed in Japan and Korea, stressing that building trust and consistency takes time but pays off with high-value, repeat customers.
Practical next steps for industry players
The panel acknowledged protectionist measures and shifting trade policies as continuing headwinds. They also recognised that feedlot expansion and program refinement require investment, better data flows and coordination across supply chains. The strategy depends on turning those investments into reliably higher-priced product.
Australia's practical route to preserve and grow beef value is to build a larger, more efficient grainfed premium sector that delivers consistent product to nearby growth markets. That path prioritises margin over volume and relies on feedlot capacity, targeted feeding programs and the country's reputation for safety and quality.
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