Mayura Station: Supplying luxury Australian beef across Asia
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Mayura Station is one of Australia’s leading exporters of luxury beef produce, exporting grain-fed and full-blood Wagyu beef around the world.
Mayura Station is a national award-winning boutique beef producer. Mayura’s full-blood Wagyu beef is considered to be of the highest quality and is served in some of Asia’s top restaurants, including a number of Michelin-star rated restaurants. Mayura Station is a member of the de Bruin Group owned and operated by the de Bruin Family, who took over the property in the 1980s.
As a business that exports 70 per cent of its product, the trade market is extremely important to Mayura. Since entering the North Asia market, China has quickly become one of the company’s most significant export markets.
‘The China market is important to us because of its potential for growth,’ says Lee Humphries, HR & Compliance Manager, de Bruin Group.
‘This is predominantly due to the size of this market, but also the size and growth of demand for luxuryproducts, particularly as the sophistication middle class of the China market increases.’
As a result of the growing demand for luxury beef products, Mayura is approximately halfway through an expansion plan, which includes increases in grain-feed capacity and livestock breeding. The aim is to boost production to meet the demands of its growing export markets.
‘We’ve increased our land holding, our herd and we’ve increased our feedlot capacity so that we can ramp up our production and get a greater supply out there,’ says Humphries.
The China-Australia Free Trade Agreement (ChAFTA) has resulted in reduced tariffs for beef products, making it more cost-effective for the Mayura product entering the China market.
‘Mayura full-blood Wagyu beef is a quality, luxury product. Its high cost of production has the potential to reduce its competitiveness in the market place. Reduced import tarrifs have assisted us to contain some of our costs and be competetive in the China market,’ says Humphries.
‘It’s really important for us to be [price] competitive in the marketplace and ChAFTA helps.”
For other companies thinking about exporting, Humphries says it’s all about credibility. ‘Don’t cut corners, do things the right way and maintain the quality of your product, your operations and your integrity,’ advises Humphries.
She also recommends taking advantage of grant programs such as the Export Market Development Grant and the Export Partnership Program.
‘The grants have enabled Mayura to be in the market more frequently, responding to customer needs and building face-to-face relationships and confidence in its products,’ she says.
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