NEW PAPER EXAMINES BEEF PRODUCER PERSPECTIVES ON MAJOR SUSTAINABILITY ISSUES

May 5, 2025

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Increasing public and consumer interest in agricultural sustainability is being paralleled by industry as producers acknowledge that practices undertaken at the farm level are important for the sustainability credentials of beef supply chains.

Researchers from The University of Queensland and The University of Western Australia have just published a study in The Rangeland Journal that listens to the perspectives of 367 beef producers from around Australia on issues of sustainability, greenhouse gas emissions and their perceptions of public support for their industry.

The study identified four main types of beef producers based on perceptions of sustainability of the industry, GHG emissions, and public support.  Two groups (referred to as Vulnerable majority and OK with the status quo) were very positive in their views of industry sustainability and were less concerned about their industry’s greenhouse gas emissions and associated challenges. The other two groups (labelled Moderate quarter and Open minority), although still reasonably positive in their view of industry sustainability, were more likely to acknowledge industry greenhouse gas emissions and climate-related challenges.

The lead author of the study, former University of Queensland researcher, Dr Faulkner said “The great news from an industry perspective is that most beef producers feel that their industry and their own businesses are doing well, but there are different things that people focus on in the “sustainability” space. For example, some focus on business viability and keeping their family farm going while others might focus more on natural resources, and some think more about the “triple bottom line”.”

“One challenge that we uncovered is quite mixed views around things like greenhouse gas emissions. Only a small proportion of beef producers see this policy and action area as an opportunity for their industry.” 

“There are very mixed views on whether or not beef producers feel supported by the Australian public. Survey after survey shows that the public trust farmers, but there are differences between public and beef producers views on the state of the environment and the challenge of GHG emissions. Many beef producers feel that media focuses too much on negative stories about their industry and that this is affecting public attitudes.”

“Some producers are feeling threatened by pressures that they see as coming from outside their industry, and they link this to a perception of “misinformed public”. These insights can inform industry, particularly when it comes to internal communication and engagement on complex and sometimes challenging issues under the “sustainability” heading.”

Dr Faulkner said “There’s plenty of extension activities from herd management and animal welfare to biosecurity and pest management. But the sense of threat and perceived lack of public support leaves people feeling quite vulnerable and that this needs to be further understood to design more effective engagement that meets people “where they are”. The “early adopters” are not where the hard work is needed.”

 The full paper, entitled A typology of Australian beef producers and the sustainability challenge, has been published as Open Access and is available now from the Rangeland Journal website.