Moving From ‘Cheap' To Premium Beef

Wagyu South Africa is investing heavily in research and technology to ensure that South African beef can enter the lucrative, high-value beef export markets.

The Farmer’s Weekly article, ‘2020 and beyond: a vision for the South African beef industry’ (15 September 2017), explained that if the country’s beef industry wanted to become a serious global player, it needed to export at least 10% of its meat production, as well as focus on high-value cuts, rather than cheap commodity products.

It added that South African beef is, on average, 30% cheaper than that of its international competitors, such as the US and Australia, and that its prices can be compared to Pakistan or other emerging markets in which foot-and-mouth disease (FMD) is the norm.

The industry, it was argued, needed to “take ownership” to fund itself properly through an increased levy, and invest in traceability and research and development projects, such as meat grading in its classification system.

While South Africa has made some gains in the export of beef, much can still be done. Between 2001 and 2010, South Africa exported less than 5 000t of meat (frozen and fresh). In 2012, exports of fresh beef jumped to 10 000t and peaked at 20 000t in 2016. For this trend to continue, interventions are required.

A WORLD STAGE

When a number of Wagyu South Africa’s breeders visited Gulfood in Dubai last month, they received a reality check.