SSG Spotlight: Farewelling Mark Davie

Mark Davie has stepped down from his role of Chair for the ABSF Sustainability Steering Group

Four years ago, Mark Davie joined the Australian Beef Sustainability Framework (ABSF) Sustainability Steering Group (SSG) to address a growing divide between the beef industry and its portrayal in the media. Now, as he steps down from his role as Chair, Mark reflects on his time spent helping to tell the Australian beef story.

According to Mark, the ABSF is one of the industry’s most effective tools for sharing its story accurately.

“One of the most important things is presenting data and metrics with integrity and transparency. That’s exactly what the framework was built for,” Mark said.

“There are certain media outlets that will never support us, no matter what we do, but if we can help people better understand what we do as beef producers, we can bridge the gap with broader society.”

Strength in numbers

During Mark’s time with the SSG, the ABSF expanded its scope to include more indicators and account for a broader range of sustainability aspects within the beef industry.  

This growth includes metrics such as:

• mortality rates on domestic transport
• pain relief during invasive animal husbandry practices
• the number of producers generating or using renewable energy.

These advancements were made possible through increased industry engagement.

“We’ve been able to get a lot more buy-in from the supply chain, which has allowed us to fill some gaps in what we can measure,” Mark said.

“One of the metrics I found most excited from last year’s Annual Report was about the intent of producers and the industry to adopt practices focusing on soil water retention.

“In just 12 months, that figure grew from 46% to 81% of producers.

“We already know producers are committed to ensuring the longevity of the industry, but their engagement with the ABSF helps us communicate that commitment to others.”

While the ABSF has made progress in addressing the challenges around metrics, Mark acknowledged there were still gaps.

“Indicators like biodiversity are difficult to measure effectively. If measured incorrectly, they can skew the narrative and tell the wrong story. It’s an area where we need to improve and find a cost-effective solutions.”

Moving on

Having guided the ABSF through numerous milestones, Mark is stepping aside to make way for new leadership within the SSG.

“I’m conscious a lot of the people that participate on the SSG are donating a lot of their time and experience. We’re fortunate to have incredibly qualified individuals who bring so much to the table to inform the ABSF,” Mark said.

Although he’s stepping down, Mark remains committed to advocated for the beef industry. He plans to use his food manufacturing business, Keppel Brand, as a platform to continue telling its story.

“We’re about to build a new factory, so that’s where my focus will be.

“I’ll really miss the conversations. Everyone involved is so passionate about the industry. I’ll miss the excitement of helping to tell the industry story through the ASBF because there’s so much to be proud of.”