How Macka’s Black Angus Beef transformed its export from relying on one country to growing into 11 countries – during the pandemic
Based on heritage and pride
The story of Macka’s Australian Black Angus Beef started back in 1884 where Archie Mackenzie, who was raised by his two aunts, began running cattle in the Port Stephens area of New South Wales in Australia.
Running cattle was in Archie’s blood and the quest to produce the highest quality cattle became his passion. Archie passed the property, and the passion, down to his son Bruce Mackenzie who runs the property today with his only son, Robert.
Macka’s is now heading into the 5th generation with Robert’s two boys, James and Jack, taking a keen interest in the operation. James is in his third year at university studying Business & Agriculture while Jack is undertaking an apprenticeship as a Heavy Plant Mechanic.
Pandemic accelerated a significant change in their export
Until the pandemic hit, the NSW premium beef supplier was only supplying into China. When the world suddenly changed, the 136-year-old business had to find novel solutions.
“Like everyone, we faced complete uncertainty as the pandemic escalated,” says Marc Robson, Chief Operating Officer. “We had to find new markets, we had to find the strength to find solutions when even the biggest of producers were struggling.”
Macka’s assessed the global beef market and developed a strategy to enter new export markets. From distributing into one country, Macka’s is now exporting to 11 countries across Asia and the Middle East. Its business is growing during the beef industry’s most difficult period in recent history.
For Macka’s, getting strategic advice from solution-driven industry partners gave the business an edge. It helped the business expand with integrity in a complex industry. Macka’s also established a resilient, hardworking team that “has succeeded in the toughest environment.”
“I am proud of our team and how they have shown resilience in a time of complete turmoil and uncertainty,” says Robert Mackenzie, Owner and Director.
Building on quality, provenance and technology
As demonstrated in the video on Macka’s brilliant website there is a strong story behind the Macka brand:
The Macka’s family encourage all their clients, local and overseas, to be able to visit and stay at Woko Station and to experience first-hand the operation and passion that is Macka’s operation.
Macka’s is on a mission to lead with pride worldwide to promote Verified Black Angus Beef. We aim to share their family values, farming practices and innovation with their customers and consumers
The Macka’s family encourage all their clients, local and overseas, to be able to visit and stay at Woko Station and to experience first-hand the operation and passion that is Macka’s operation.
Macka’s is on a mission to lead with pride worldwide to promote Verified Black Angus Beef. We aim to share their family values, farming practices and innovation with their customers and consumers
Their focus ranges from a security tagging system that tackles food fraud and keeps the integrity of Australian farmers at the forefront of the industry and promoting Australian red meat.
As they say at Macka’s, “Our Black Angus is raised on pastures that are clean and green, producing the highest quality eating experience.”
The Mackenzie family of Mackas Beef had just got their 3000 Angus cow herd through the drought and survived both fires and floods, when COVID-19 hit, throwing a curveball at the export side of their business.
The three-generation, family-run operation, grow out their own cattle for export in a 150-day grain-fed program.
They have two properties near Gloucester, Woko Station and Berrico, and one at Salt Ash, Oakfield Park
Since 2015, Robert Mackenzie has travelled to Asia 14 times to promote Mackas Beef, aiming at the high-end foodservice sector.
“We try to be innovative and have had success doing so, one of those success stories was when we sent beef and lamb to China to make dumplings with Crazy Dragon,” he said.
He said after the challenges of drought, fire and flood, it was shaping up to be a great year for the business.
Macka’s ensures that the cows are transported in safe and comfortable conditions
“We worked extremely hard to maintain our 3000 cow herd throughout the drought, putting down bores and running intense stock water infrastructure.
“We spent close to $400,000 on feed and moved stock around to chase grass.”
They also contended with bushfires on one property and floods on others.
Mackas Beef had product headed for China held up in Brisbane due to the COVID-19 outbreak. Photo supplied.
Mr Mackenzie said at first he didn’t realise how great an effect COVID-19 would have on Australia but knew it would impact sales and shipping in China.
“We had Mackas 150 Day Product arriving in Shanghai and also on the water, this was worrying,” he said.
“We were lucky that the import process for those containers went smooth
“Our Retail Ready Skin Pack Product that we send by air freight containers were held up in Brisbane due to less flights and medical supplies sent to China, air freight went from $2/kg to $5/kg.”
He said the demand in China stopped like a tap at first, but it had begun to turn around.
We have seen interest grow considerably which is a good indication that China is getting back to some form of normal,” Mr Mackenzie said.
“In China now 79 per cent of people are cooking for home and there is more focus on food safety and quality than ever before, this puts Australia in a good position to promote our clean, green, fresh branding.
“Our biggest issue is how do we give the consumer confidence that they are purchasing true Australian products.
“Food fraud is a problem throughout the world, the cost estimated to be over $40 billion per annum.”
He said to give traceability to the consumer they had developed smart label technology which would be launched in Australia in the coming weeks.
The optimistic view of the market was shared by Australian Meat Industry Council chief executive officer Patrick Hutchinson.
“We’re still almost 70 per cent above our 2019 record year to the end of March for export to China,” Mr Hutchinson said.
“We had a huge January but obviously February and March were down.”
Export in January was 73pc up on 2019, Mr Hutchinson said that was due to the growing popularity for Australian beef at Lunar New Year.
“Australian product was seen as a premium and something that they wanted to be celebrating with,” Mr Hutchinson said.
A 137-year old farming business with its own Instagram account (no wonder they are doing well!)
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