Beef Week, part II
From eating the best fat I've ever had, to first night fevers, boojee country style, a little do-si-do, and bulls and their ribbons #Beef2024 had it all!
Beef fever is real and I’ve only just come out of its feverish grip!
Whether you’re an industry titan, Ringer, all hat and no cattle, or a steak lover, Beef Week, or simply Beef, to the initiated, bedazzles all your senses.
Over 119 000 people attended Beef2024 and more than 35 tonnes of beef was served up for breakfast, lunch, dinner and dessert. That’s an indication of how big Beef is, and perhaps why it’s only held every 3 years.
Following on from Beef Part I, where as the plane touched down in Australia’s beef capital, Rockhampton, I shared my fashion and cowgirl inspirations for the week ahead. Part II, 15 days later has my learnings from the week - fashion, breeds and breaking down what a Ringer or a Chief Bovine Hydration Officer* actually does.
Hold onto ya’ hat!
As expected the fashion was 12 out of 10! This industry sure knows how to doll up for the big events. Whether I was at an industry symposium, gala dinner, Centre Ring, or the top deck of the Great Northern bar everyone had a polished no nonsense style that was addictive.
Genuine cowboy fashion has a real etiquette, from tan square toe boots that are more authentic than a pointed toe, to hats that curl on the side, floral dresses, check shirts, tailored blazers and double denim.
Romance of the stockman
I wondered how many marriages and beef babies occur as a result of this event! Everyone looks so good with their smart tailoring, blue denim, boots and straw or felt hats.
Country values, intelligent environmental, economic and social conversations and education is at the core of Beef. Direct interaction with animals and the people who dedicate themselves to the industry is right in front of you. It’s an opportunity to learn more from the people who live on the land and care for these remarkable animals where welfare and best practice is paramount.
I heard someone say that you’re land and animals are a reflection of you, so as a producer you put your heart, soul and life into achieving the very best standards now and for the future.
From the former Prime Minister of New Zealand, Sir John Key, to representatives of the oldest cattle productions in Australia, they all agreed shows like Yellowstone and Clarkson’s Farm are incredibly important to raise a greater awareness of agriculture, the people who grow your food and where it comes from, peppered with some romance and drama.
Young people are at Beef in their droves with students looking professional and proud representing their properties, schools and regions, and judging and presenting cattle, attending seminars and participating in the array of activities.
You can’t help but walk around Beef feeling proud of our Australian industry and that it’s sustainable future is in really good hands.
Cattle Coachella and First Night Fever!
I read a headline during Beef that described the event as Coachella for Cows and it’s pretty spot on! Beef is a festival that mixes business, music, fashion, and food together better than your favourite steak sanga.
Seasoned veterans of Beef offer solid advice to the newbies.. Beef is a marathon, not a sprint and everyone gets first night fever, so pace yourself!
Did I follow this advice… sorta. I was there for work so for most events I was well behaved, even on the top deck at sunset which was hard! But on my last night I hit the local Criterion Hotel for some rums on ice amongst the real and corporate cowboys and by gosh was it a sight to behold!
Next morning, the delicious M’eat street for soulful food was where I hid and had the best beef fat cooked on an open fire in all my life! IYKYK.
Another thing about Beef is damn do you talk! Networking, yarning and just chewing the fat while lined up for the porta loos, I learnt a few interesting things..
Cattle can run up to 17km per hour
Good testicle recoil is a real term used seriously when assessing bulls in cattle judging parades (lol)
A hectare huntress/ hectare hunting/ acre chasing is real and she’s looking for her cowboy and his big piece of land ❤️
All hat and no cattle - we see you corporate cowboys 🤠
Cattle can’t see red, their eyes only see variations of yellow and blue
Cows weigh 500-650kg on average, whereas bulls weigh 900-1100kg
When the export market price is $3kg or above it’s considered a fair price that is distributed along the entire supply chain.
Beef 2027 countdown
With #Beef2024 now behind us I’ve caught up on my salad and vegetable intake and am on the waitlist for #Beef2027 accommodation.
This is one hell of an event that feeds the senses and provides an authentic and honest insight into one of Australia’s most important industries.
With my first beef fever under my belt, I’ll be more prepared in 2027! Can’t wait for the industry events and social soirees with my favourite rural brands and who knows, maybe by then I’ll make it down to the Gracemere sale yards to pick up some steers and heifers….
Thanks for reading these beefy adventures and have a little do-si-do* with your partner on me! 😉
Cheers, Bel 🐊
p.s Read my guide to speaking beef fluently - Beefy Jargon.
