In our column, Farm to Fork, The Country Leader introduces you to all the boutique or unique businesses in our region growing and making fantastic products off the land. This week we talked to Jimmy Liu about Currabubula Station beef.
What is your business and what’s unique about it? Currabubula Station is part of UWE Commodities, an export agribusiness (beef, hay and grain export to overseas market including China, Vietnam, southeast Asian countries). The farm was purchased in 2015 after seeing significant demand for quality beef from our existing customer base in China. The company is a true paddock-to-plate, with the company slaughtering Currabubula Station cattle and exporting direct to customers in China. The company, in consultation with an IT firm, has developed a tracking process for cattle so customers from China can see cattle on the station feeding and watering. Australia has a fantastic reputation for clean, green meat and as time passes, business on the back of this reputation will grow. Currabubula is not treating this as a commodity like grain or hay, but beef that we can differentiate and create a niche that will see continued growth. When customers visit the farm, they all comment on the calm, stress-free environment the cattle live in.
Why did you get into this line of work? The growing demand for proteins from China. Agribusiness is the trend, as people need food and so do animals.
What do you find most and least satisfying about it? Bringing green, clean, natural, contamination-free Australian agricultural products to overseas customers is the most satisfying for the business. Dealing with strict timeframes and logistics delays can be challenging sometimes due to customers’ high expectations.
What do you think is the biggest challenge and biggest opportunity in your industry? The biggest challenge is we are competing against big nations like the US and South America’s competitive advantages. The biggest opportunity is that Australian agriculture commodities are well known among international customers and they are keen to import from Australia.
What are you most proud of in your work? Helping Australian growers/farmers to find market pathways overseas and helping overseas customers to import clean, green Australian products. This benefits all.
Who do you most admire? Young creative people, people who are humble and grounded, people who don’t give up in difficult situations, and people who have the courage to make their dreams come true through their hard work.
What is your favourite time of the day? Morning. I am a morning person and I start early to make the most of the day to achieve the most I can.
What is your favourite invention? The internet. We use it for communication, learning, buying/selling, research and entertainment. This has brought along our business to international market.
What do you love to do in your spare time? Reading. I love to read as it inspires me to better connect what I learn to what I do for my business.
The final word: Whether you think you can or you think you can’t – either way you are right. You set the tone for your own achievements. If you think you can do it, you will be able to achieve it. If you have a self-defeating attitude, you will likely not be able to attain your goal.