At Droughtmaster Australia, we are proud to be leading the way in building a sustainable and prosperous future for our members. Central to this vision is the power of data and therefore over the next few years we will be focusing on genetic improvement, unit costs of production and validating and improving meat quality - allowing us to improve productivity, measure performance, and meet the evolving demands of our markets with confidence and transparency.
We are equally committed to inspiring the next generation of agricultural leaders by expanding participation of new and younger members as well as school-based agricultural programs and educational initiatives. By fostering engagement with young minds, we aim to ensure the future of our industry, and our breed, is in skilled, innovative, and capable hands.
As we look to grow our geographical footprint, both in Australia and internationally, we recognize the unique qualities of the Droughtmaster breed and, in particular, the value of the Droughtmaster female as the cornerstone to any beef producer’s herd. Her adaptability, fertility, and resilience make her indispensable to producers navigating increasingly variable environments as well as changes in economic conditions.
Together, these pillars (along with others)—data-driven progress, youth engagement, domestic and global expansion, and the enduring strength of the Droughtmaster female—will underpin our strategic direction as we strive to build on the legacy of this exceptional breed and ensure its continued success for generations to come.
Simon Gleeson, Chief Executive Officer
SETTING THE SCENE
GLOBAL SUPPLY CHALLENGES
• U.S. and Brazil facing beef production declines due to drought in 2024, climate pressures, and herd reductions— creating export opportunities for Australia.
RECORD DOMESTIC PRODUCTION
Cli & Sasha
Mylrea, Needmor Ca e Co, Gogango, Qld
Ken & Kerry McKenzie, Yaralla, Blackwater, Qld
Nobbs Ca le Co, Duaringa, Qld (Droughtmaster Cross)
Ed & Carol McCormack, Dilga Glenmorgan, Qld
DROUGHTMASTER AUSTRALIA SNAPSHOT
SOCIETY ESTABLISHED 1962
2006 RECOGNISED AS A QUEENSLAND ICON
727 TOTAL MEMBERS
SOCIETY SPONSORED SALES EACH YEAR STAFF
1,886
39,003
SINGLE
2024
2023
375 13,925
386
12,096
Female Inventory as at August (OVER 20 MONTHS)
2025 DROUGHTMASTER AUSTRALIA MEMBERSHIP
519 MEMBERS
727 MEMBERS
THE NEXT PHASE STRATEGY 2023 - 2025
COMMITMENTS AND OUTCOMES
ACTIONS
Transition to Single Step
• Improved Data Capture (eating quality, carcass performance, feed program performance)
Communicate BIN Project Results
BREEDPLAN Incentives
Development of commercial market indicies.
ACTIONS
Benefits of the Droughtmaster female
Strategic partnerships
Suitability to multi-markets
Droughtmaster beef
Commercial performance and sustainable and natural production (both grass and grain fed)
Testimonials and case studies
Bull and female sales
Benefits of cross breeding.
OPERATING OUTCOMES
Transition to Single Step
Improved Data Capture
(eating quality, carcass performance, feed program performance)
Communicate BIN Project Results
BREEDPLAN Incentives
Development of commercial market indicies.
OPERATING OUTCOMES
Increased registrations
Membership growth
Growth in our geographical footprint
Increased demand for Droughtmaster Bulls and Females
Increased awareness of the quality and demand for Droughtmaster beef
Less reliance on BIN Project Income.
ACTIONS
Strategically targeted locations
Investment & improvements to existing sales, events & activities
• Increased commitment to school agricultural programs and provide content for their curriculums.
ACTIONS
Improvements to o ice facilities
Diversified income streams
Financial management and Investment
Business model improvements
Sta training & development
R&D funding for various projects.
ACTIONS
Celebrate our people
Heighten the appeal of being a member
• Provide members with educational content to assist with operating their businesses
Regular and e icient communication.
OPERATING OUTCOMES
Increased registrations
Growth in our geographical footprint
Increase in the number of schools using Droughtmaster ca le in their curriculum
Income to subsidise labour costs for Society Sponsored Sales.
OPERATING OUTCOMES
Improved operational e iciency
Growth and sustainability of the Society
• Additional Income Streams
• Commitment to ESG.
OPERATING OUTCOMES
Member retention and improvements in value to members
Member satisfaction.
PURPOSE & AMBITION
DROUGHTMASTER AUSTRALIA
• A cattle breed that consistently performs to a high standard despite adverse environments, continually producing high quality and high yielding carcasses economically.
PURPOSE
• Promote, develop and protect the breed and the brand, identify activities that will further increase breed participation; and
• Enhance membership of the Breed Society, by delivering more efficient services, benefits and value.
AMBITION
• To be recognised nationally throughout the entire supply chain (paddock to plate) as a breed that was developed in Australia to suit the Australian environment for its versatility and consistently high meat quality.
MESSAGE FROM THE PRESIDENT
“It is with great pleasure that I share our vision focused on data, growth, and legacy. By embracing innovation and empowering the next generation, we are ensuring the resilience of our breed and its enduring value to our members, beef producers and consumers. Together, we will continue to build on the strength of the Droughtmaster heritage to create a thriving future.”
Steve Farmer
OUR VALUES
Accountable to the highest ethical standards, demonstrating honesty, professionalism and sincerity.
Striving for excellence, taking responsibility for our actions and decisions. Empowering others to reach their potential, demonstrating unity, humility, grace and gratitude.
Creating an environment whereby curiosity, challenge and innovation is encouraged.
RISKS TO DROUGHTMASTER AUSTRALIA
BY
Seasonal Conditions
Political & Economic Environment
Ca le Prices
MLA Funding & Continuation of the Bin Research Project
Market Preferences
Genetic Advances In Other Breeds
Social Licence To Operate
PHOTO
OLIVIA WRIGHT
FUTURE AHEAD
AUSTRALIA, IT’S TIME TO ASK FOR DROUGHTMASTER BEEF
DROUGHTMASTER BEEF TASTING NOTE
Droughtmaster cattle are Australia’s natural wonder. It’s an iconic beef breed with a reputation that is underpinned as a sustainable and natural source of protein. The beef can be served as grassfed, or grain assisted where it boasts an earthy, hearty flavour with a tenderness that will melt in your mouth.
Droughtmaster beef is incorporated by beef brands enjoyed across the country and widely used in households, restaurants, hotels, and clubs. It is enjoyed with an array of salads or vegetables, complemented with a nice red wine or a premium lager.
In September 2024, Nolan Meats processed 257 purebred Droughtmaster cattle averaging an MSA index of 59.50 with the highest animal grading 63.47 placing it in the top 1%.
This outstanding result compared against the average national MSA Index of 57.52.
FUTURE AHEAD
SHELLY HAWKINS, HERBERTVALE STATION
Increased recognition of the quality of Droughtmaster beef
Continued growth in female registrations and membership
Data-driven marketing
Genetic improvement
Expansion and advancement of the breed locally and globally
More training and learning opportunities for members
Opportunities through sales, events, and activities to amplify member visibility and value
Diversified income streams
OPPORTUNITIES FOR MEMBERSHIP & INVENTORY GROWTH
Opportunities for Stud & Commercial Growth (stud & commercial members)
Opportunities for Commercial Growth (commercial members)
Opportunities for Stud Growth (stud members)
EXPANSION/PARTNERSHIP OPPORTUNITIES
DARWIN
ADELAIDE
MELBOURNE
HOBART
CANBERRA
SYDNEY
BRISBANE
VIETNAM
PACIFIC ISLANDS
AFRICA
PERTH
SOCIETY SALES, EVENTS & ACTIVITIES
• National Bull Sale (Australia’s Largest Multivendor Sale)
• Roma Bull Sale
• National Female Sale
• Commercial Female Sale
• Private sales (members)
• BEEF2027, Rockhampton
Ekka - Royal Queensland Show, Brisbane FarmFest, Kingsthorpe
AgQuip - Gunnedah, NSW
• Droughtmaster Futurity, Toogoolawah
• Droughtmaster Feature Show, Toowoomba
• Casino Beef Week, NSW
Gympie Beef Group Ca le Camp
Northern Beef Producers Expo, Charters Towers
The Norman Hotel's Best Breed Competition
WA Youth Ca le Camp Young Beef Producers Forum, Roma
STRATEGIC PRIORITIES
Data
ACTIONS
A focus on Meat Standards Australia (MSA) - data for analysis
Improved accuracies in BREEDPLAN
• Field days and information sessions for members in conjunction with BIN & Repronomics Projects
Support and facilitate the inclusion of additional data and information in sale catalogues
Commercial CompetitionsFeedlot & Carcass
• Economic data to validate costs of production comparative to other breeds.
OPERATING OUTCOMES
• MSA data to improve meat quality, enhance consumer confidence, market access and di erentiation, higher producer returns and strengthen breed reputation
• Grow BREEDPLAN participation across the membership
Continuation of both BIN & Repronomics Projects
Utilisation of data to improve confidence for stud & commercial buyers.
Growth & Marketing Legacy Projects
Members
ACTIONS
Promote Droughtmaster beef/ca le using data and analysis from MSA and Feedlots
Promote the Droughtmaster female as the cornerstone in any beef producer's herd
• Promote the natural and sustainable characteristics of the breed
• Create further strategic partnerships
Expand our marketing with a greater geographical footprint
• Testimonials and case studies
Create new concepts to promote bull and female sales.
OPERATING OUTCOMES
• Growth in female registrations
Membership growth
• Droughtmaster ca le occupying a larger geographical footprint
Increased demand for Droughtmaster Bulls and Females
Greater awareness of the quality and demand for Droughtmaster beef.
ACTIONS
Increased commitment to school agricultural programs and provide content for their curriculums
Creation of learning modules for new members relating to sale preparation, showing, and general animal husbandry
Educational content available for members and support younger members participating in workshops, conferences and field days.
ACTIONS
Commission a study to analyse the unit costs of production for Droughtmaster ca le comparative to other breeds
Create stronger relationships with countries using Droughtmaster genetics to help grow the breed internationally Sta training & development
• Source R&D funding Alternative income streams
• Business model improvements.
OPERATING OUTCOMES
• Greater involvement by schools using Droughtmaster ca le in their curriculum and at the Futurity
• Members equipped with educational content to assist with improvements to their businesses Growth in Next Gen.
OPERATING OUTCOMES
• A be er understanding of the economics relating to Droughtmaster beef production comparative to other breeds
• Skilled sta
Additional Income Streams
• Growth and awareness of Droughtmaster genetics internationally E iciency in operations.
ACTIONS
Celebrate our people
• Heighten the appeal of being a member Regular and e icient communication
• Adopt Modern Communication Strategies.
OPERATING OUTCOMES
• Member retention and improvements in value to members
