Phase one of I Am Limo campaign gets underway

limousin-4Andrew Gapes flew from Brisbane to address the Limousin Australia meeting on the I AM LIMO campaign.

He outlined the program to an enthusiastic audience and gave an update on the work he has been doing in collaboration with Mick O’Sullivan, Pat Ryan, Glenn Trout and Donna Robson to achieve recognition of the breed from cattle processors and wholesalers through to butchers’ shops and restaurants.

The message received from Andrew was:

Phase 1 – Get it out there – Identify what the
campaign is about.

Phase 2 – Get the agents on board and push the
product onto strategic partners.

Phase 3 – Consumers – Gain recognition of the
Limousin benefits and influence.

To participate in the I AM LIMO campaign, all bulls must be registered. The I AM LIMO campaign will identify the cattle through use of a distinct orange marker or ear tag.

All producers will be encouraged to support the program and ear tags will be available before the end of the year.

This will build recognition of the breed through the whole supply chain, including saleyards, abattoirs and butchers. Hopefully restaurant and retail recognition will follow.

The first step will be through the breeders, and Andrew will work to secure buy-in or support from agents and saleyards as a next step. It is planned to provide some benefits for agents and saleyards to register and be part of the program.

Andrew spoke of the open day held at Alexander Downs in Merriwa to introduce the concept and in particular the Certified Limousin Beef Project, the idea being to capitalise on the fact that Limousins are the most awarded breed in carcass competitions throughout Australia.

Alexander Downs, because they are vertically integrated, have been engaged to trial this commercial integration system for the Limousin breed.