The Australian beef cattle industry is extremely valuable and worth billions of dollars to the Australian economy. It is a major employer across the country, and many businesses derive income both directly and indirectly from the industry. The beef cattle landscape comprises multiple cattle breeds, creating a highly competitive sector given their suitability to varied environmental conditions and the markets available both in Australia and overseas.

The Droughtmaster breed is one of several Australian beef cattle industry breeds. Pioneer cattlemen developed the breed in the 1930s to suit Australian conditions and markets. The breed grew in popularity due to its many desirable traits and advantages to the Australian beef industry. In 2006, it was recognised by the National Trust as a Queensland Icon. The breed and Droughtmaster Australia’s membership growth was on an upward trend during the 2000s; however, from 2013 on, it began to decline. The organisation had become outdated, and seasonal conditions impacted herd numbers, which caused the breed to lose market share. Droughtmaster Australia had no clear strategy to reverse the downward spiral they were confronting. An immediate change was required as the livelihoods of around 550 members all relied on the organisation. Cattle producers who breed Droughtmaster cattle, particularly stud cattle, invest not only in the breed but also in the brand. Therefore, members depend on the organisation’s ability to maintain high standards and industry confidence.

At the annual general meeting (AGM) in August 2019, there was a change in board composition and leadership within the organisation. Member consultations and a strategic planning session led to the developing of a strategic plan titled The Road Ahead: Strategy 2020–2022. This strategy described the transformative measures required to turn the organisation around and put it back on the trajectory it was on in the early 2000s.

Building a solid foundation was crucial to the success of the organisation’s transformation. It required modernising and upgrading technology, improving processes and procedures, reviewing and up weighting sales, activities and events, refreshing corporate branding, establishing partnerships, retaining and providing benefits to existing members, collecting data to inform decision-making, refining governance structures, understanding the business model, addressing financial challenges and an overall cultural reset.

The outcomes of initiating The Road Ahead: Strategy 2020–2022 have been overwhelmingly positive. As a result of the transformation, the organisation is again witnessing the growth of its membership and breed. It has also improved its operational efficiency, experienced positive shifts in morale and culture, strengthened governance structures and corporate partnerships, enhanced data capture and utilisation, expanded services and benefits to members, stimulated brand awareness throughout the supply chain and become financially sustainable. The Road Ahead: Strategy 2020–2022 has provided a solid foundation upon which the next phase of the plan can be built. Remaining focused on the organisation’s purpose and ambition and delivering on the actions in the program have contributed to the organisation’s productive transformation. This transformation has been advantageous for the organisation, its members, and their communities and restoring an icon of the Australian beef industry.

For information about Droughtmaster, visit droughtmaster.com.au