Introducing the notion of sustainability into the red meat processing sector
How do you make a sector more sustainable in the face of international competition, changing consumption patterns, climate change and a complex regulatory environment? Faced with these headwinds, the Australian Meat Processor Corporation approached us to help devise a sustainable business strategy for a sector whose long-term viability is threatened.
Once the strategy was formulated, we developed and rolled out a stakeholder engagement and communication plan which involved a ‘Feast of Ideas’ mini-conference in Wagga Wagga, where we interviewed scientists, processors, farmers, retailers, food activists and government representatives on the challenges facing the processing sector.
We then used the material to build a microsite, write, structure and design a sustainability report, run a social media campaign and host a major conference we branded ‘The Vital Ingredient’, which featured 160 delegates and 35 speakers from around the world.
Within two months of the release of the report and microsite, AMPC had 37,900 Tweet impressions and 9,863 impressions on LinkedIn. Posts containing AMPC-related hashtags were seen 273,693 times across all social media platforms. Over 60 media stories, with an equivalent advertising value of over $630,000, were published as a direct result of the conference. The success of the project vindicated a long-held view at BWD: if you want to communicate strategy, think creatively.
"“Taking complex ideas and distilling them so simply and graphically has given the AMPC the vocabulary to talk about our future. It’s allowed us to introduce a longer-term dialogue about the issues that are really relevant to our research.” "