The story telling power of agritech: how data is helping Macka’s Australian Black Angus Beef tell a story that’s worth hearing

The story telling power of agritech: how data is helping Macka’s Australian Black Angus Beef tell a story that’s worth hearing

Agrifutures evoke AG

| Written by Casey Dunn

Agritech tends to be defined as innovations that help farmers become more efficient, more profitable, and more sustainable. But beef producer, Robert Mackenzie, wants us to consider how it can help farmers become better storytellers. Here, we learn why the Managing Director of paddock-to-plate business, Macka’s Australian Black Angus Beef, is using agritech to capture, record and share the sustainability story with his consumers.

‘Blustery’ is how a meteorologist might describe conditions affecting Australian agriculture. Two years of record average farm cash incomes have created the strongest tailwinds seen in decades. At the same time, input costs, ongoing supply chain interruptions, and changing consumer and regulatory demands have formed headwinds just as strong.

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