The livestock and red meat industry in Mzansi has a promising future, according to Dewald Olivier, chief executive of the Red Meat Industry Services. Olivier spoke about the progress of the country’s 2030 red meat strategy and its potential impact on agriculture over the next two years.
“This may seem insignificant in the bigger picture of how to increase the value added to the red meat producer, but this is the foundation of an industry that wants to grow exports of beef from 5% to 20% and sheep from 1% to 6%,” Olivier said.
This, whilst retaining the local market and creating access to the market for new entrants based on international standards that include traceability. He highlighted the industry’s partnership with the government as a significant achievement.
Real progress made
“Industry has made real progress in partnering with the government through relationships,” he stated. “If 50% of the targets outlined above are met, we will be in a better position than we currently find ourselves in. These are our strategic objectives, and that does not include possible governmental strategic objectives.”
The decline in South African red meat exports has been a cause for concern, but Olivier expressed hope for improvement. “However, a renewed interest in our red meat from Saudi Arabia, as well as Brazil, over recent weeks and months has me excited and cautiously optimistic,” he revealed.
The Red Meat Strategy 2030, launched in November 2022, aims to enhance the industry’s competitiveness and sustainability by addressing key challenges, including animal health and welfare, environmental sustainability, and market access. Olivier believes that the implementation of this strategy will have positive impacts in the coming years.
Expressing concern about the approaching winter, Olivier raised concern about the possibility of foot-and-mouth disease. “However, many of the producers, feedlots, and other stakeholders have positioned themselves through careful planning and biosecurity measures.”
Support for new-era farmers
Olivier furthermore emphasised the importance of supporting up-and-coming farmers and their potential contribution to the industry. “Emerging farmers are also an important consideration for the industry’s future,” he said.
“With the right support and training, they can make a significant contribution to the industry’s growth. The Red Meat Strategy 2030 specifically targets these farmers, supplying the value chain with 250 000 weaner calves.”
South Africa’s membership in the Brics group presents further opportunities for the industry. Olivier highlighted the potential to strengthen export relationships with countries such as Brazil, Russia, India, China, and Saudi Arabia.
Alternative protein sources and climate change
While national consumption of red meat is expected to remain stable, Olivier acknowledged the growing interest in alternative protein sources.
“The increasing interest in alternative protein sources, such as plant-based meat, is genuine, and we as an industry must be cautious of their efforts to piggyback on our products and established names,” he cautioned. “The poultry and pork industries are likely to continue providing competition for the red meat industry in the domestic market, mainly due to pricing.”
Olivier also addressed recent criticisms levelled against the industry. “We have also seen the recent ‘attack’ on the industry through Die GROOT Ontbyt (a kykNET television show),” he stated.
“The classic Dunning-Kruger effect seems to apply when it comes to the main contributors to the current climate crisis narrative – those with the least knowledge on the topic have the most confidence to talk about it. The industry will make a stand against these types of public statements with scientifically researched facts and evidence.”
While the livestock and red meat industry indeed face challenges, Olivier remains optimistic about its future. “With the right support and policies in place, the industry can continue to thrive and make a significant contribution to the country’s economy,” he asserted.
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