Former Meat and Livestock Australia’s managing director, Jason String, is bullish about the state and resilience of the country’s beef industry.

“Recent discussions about tariffs is a really good example of where something gets made out to be this terrible challenge and disaster, but what people forget is how resilient the red meat industry, and in particular the beef industry, has been,” Mr Strong said.

His main message to Norco Primex’s Future in Livestock panel discussion at Casino next Friday (May 16) will be: ‘Keep calm and carry on. Focus on the opportunities.

“Over the last generation, we’ve transitioned from unreliable, low-quality products to a really high-quality, consistent product that now has preferential access into all the major markets of our world,” he said.

“It’s been about people wanting to better understand where their food comes from and, in the same way, producers have been very proactive in identifying better ways to produce a high-quality product, so there’s been very much reward for that effort.”

Mr Strong believes there are great opportunities ahead of the red meat industry while understanding there will be challenges. “But everyone’s got to remember we are incredibly resilient and very good at dealing with challenges. You can’t ignore the risks but focus on the opportunities.”

He said there was still room for improvement in export programs and cattle productivity, likening the industry to a new race car that’s only done a couple of warm-up laps to date.

“There’s a huge opportunity for us to implement things we know that will increase our productivity and efficiency, and there’s also opportunities into those high-quality markets. We’re a lot more connected to a very discerning, high-quality global consumer then we’ve ever been before. How we exploit that is really important.”

Mr Strong will be joined at the Norco Primex - Meat and Livestock Australia’s panel discussion at the Casino RSM Club on Friday, May 16, by two other MLA Ambassadors _ Mackas Australian Black Angus Beef producer Robert MacKenzie and Agriculture Jobs Auswide's Zoe Carter.

The three panellists, with a range of industry experiences, will provide insights into current topics and issues for Australia’s red meat industry _ from environmental policies to marketing to finding the right farm staff.

“Our Future in Livestock is an event exclusive to eastern Australia, aimed at helping producers understand the next steps to drive profitability and productivity on-farm,” says Primex director Bruce Wright.

“Issues such as staffing, production costs and efficiencies, what measures need to be taken on government and environmental policies, who’ll drive the next generation of farm and production practices plus the latest on-farm research and technologies will all be up for discussion.”

Sustainable practices on Mr MacKenzie's 6500-hectare property in the Hunter Valley have improved productivity and profit in recent seasons while producing an excess of carbon credits. Now the MacKenzies are keen to share Macka’s Australian Black Angus experiences.

“Part of our commitment to the beef industry is to just tell our story and let people know that sustainability is achievable and in some ways equals profitability,” Robert says.

“We want to support others, show what worked for us, how it worked, and hopefully give other producers the confidence to start on a sustainable journey.”

Ms Carter, 26, started Young Aussie Farmers seven years ago to offer online courses _ built for firstyear farmers _ with advice and information on how to enter the agricultural industry. And her Agricultural Jobs Auswide showcases job openings that encourage applications from first year job seekers.

Ms Carter says while some farmers believe ‘no-one wants to work’, she sees hundreds of applications for many first-year jobs advertised on her website.

“People say they want people with experience, well, why don’t they train someone up, train the worker they want? Most of the time, you train someone up, and you’ve got a good environment, they’ll stick around for years,” she said.

Among Ms Carter’s advice for first-time job seekers in the beef business is to look for work in the dairy industry, a more controlled environment for working with cattle.

This year’s Norco Primex field days also celebrates 130 years of Norco _ the Australian-owned dairy co-operative founded in Byron Bay in 1895 _ and its continued engagement with agriculture across the Northern Rivers.

The Norco sites will host two days of sessions on Buffalo Fly control, drench and worm resistance, animal nutrition and pasture management.

Norco Agrisolutions manager Luke Couch said Primex provided Norco with a unique platform to connect directly with customers. The company has partnered with Primex for more than 10 years to showcase Norco’s product range and solutions for farmers.

“Primex has become the highlight of the year for us and customers alike. It’s where we come together to celebrate innovation, share knowledge and forge deeper connections with those we serve,” Mr Couch said.

Now in its 41st year, Primex is one of Australia’s largest agribusiness events, showcasing leading brands and suppliers to the agricultural, forestry, fishing and natural resources industry sectors, along with Paddock to Plate experiences and entertainment. Exhibitors range from heavy machinery dealers to rural health professionals.

Our Future in Livestock will be held on Friday May 16 from 6.30pm at the Casino RSM Club. Tickets include an introductory drink and nibbles in addition to the panel presentation and industry networking.

The 2025 Norco Primex opens 9am to 4pm on Thursday, May 15, Friday, May 16 and Saturday, May 17. Tickets can be bought online _ for a 30 per cent discount _ or at the gates. One-day pass $20; three-day pass $45. Children under 12 free; 12- 17 day pass $10 + three-day pass $20. Student/pensioner one-day pass $10; three-day pass $20.

For more information, check www.primex.net.au