December 2025, Mawarra Genetics, Longford, VIC

Producers, processors and industry leaders came together at Mawarra Genetics for the Red Meat Roadmap, a day co-hosted with the Gippsland Ag Group, designed to step back from short-term noise and focus on what actually drives long-term, commercial profitability.

One message came through loud and clear: the most resilient and profitable cattle businesses aren’t chasing extremes, they’re building balanced, consistent herds that perform year after year.

A key part of the Red Meat Roadmap Day was also about taking theory into the paddock. Attendees were able to inspect Mawarra cattle and apply concepts around phenotype, balance and structure to real animals, linking breeding decisions directly to on-farm performance and market outcomes. It was a practical reminder that good genetics don’t just improve cattle, they simplify decision-making and reduce risk in our enterprises.

We are incredibly grateful for everyone who attended the day and with special thanks to our speakers, who generously shared their insight, experience and perspectives to help ground industry thinking in practical, commercial outcomes.

Steve Chapman – Southern Livestock Manager, JBS Australia
Steve shared processor insight on how carcass data, MSA compliance, nutrition and animal handling underpin premiums, consistency and repeat demand in grass-fed and premium beef programs.

Aimee Bolton – MSA & Carcass Performance Specialist, JBS Australia
Aimee provided a practical demonstration of carcass assessment, explaining how MSA grading works and how producers can use feedback data to inform breeding and management decisions.

PJ Budler – Global Beef Genetics Consultant
All the way from South Africa, PJ challenged producers to avoid genetic extremes and instead build balanced, functional and fertile cow herds that deliver long-term adaptability, resilience and profitability.

Angus Gidley-Baird – Senior Animal Protein Analyst, Rabobank
Angus connected global beef demand with on-farm profitability, emphasising that knowing your numbers, controlling costs, and focusing on what you can influence are key to business resilience.

Morgan Davies – Senior Livestock Agent, Elders
Morgan spoke from a market perspective about what buyers consistently reward, highlighting temperament, preparation and reliability as critical drivers of repeat buyers and strong prices.

Lincoln McKinlay – Agricultural Consultant, Auctioneer & Facilitator, Linc’d
Lincoln facilitated the discussion, helping translate industry insight into practical takeaways and guiding producers to step back, challenge thinking and plan forward with clarity.