Doug Cross, a Far North Queensland butcher, is expanding his Altitude Beef brand with the purchase of a meatworks in Innisfail. This move establishes an “innovative” end-to-end supply chain, providing greater control and ensuring local processing for premium grass-fed cattle sourced from regional graziers. Cross currently processes 20,000kg of meat weekly and aims to increase this with the new facility. Meat and Livestock Australia praises the venture as unique, given his vertical integration and its appeal to consumers seeking high-quality, locally sourced beef. Local farmers anticipate reduced freight costs, acknowledging Cross’s positive impact on the regional beef industry.

Highlights

Here are the highlights of the article in bullet points:

• Doug Cross, owner of Altitude Beef in Far North Queensland, is expanding his business by purchasing a meatworks in Innisfail. This will create an end-to-end supply chain.
• The purchase aims to ensure continuity in processing and keep the process local.
• Altitude Beef sources grass-fed cattle from about 80 local graziers. Currently, they process 20,000 kg of meat (70 head of cattle) per week and aim to increase this to 100 once the meatworks opens.
• The brand supplies retailers and restaurants across Queensland, the Northern Territory, and New South Wales.
• Meat and Livestock Australia (MLA) considers this vertical end-to-end supply chain innovative.
• Retail meat sales have increased domestically, despite cost-of-living pressures. More people are eating at home and buying high-quality meats.
• Local farmers like Nick Trompf praise the move, as it will save on transport costs to larger meatworks like JBS in Townsville. He also credits Cross with encouraging the improvement of beef quality in the region.

From Humble Beginnings to Beef Empire: A Far North Queensland Butcher Redefines the Supply Chain

In the heart of Far North Queensland, a remarkable story is unfolding, one that speaks of passion, innovation, and a deep connection to the land and its people. Doug Cross, a local butcher with a vision, is not just selling meat; he’s building an “innovative” end-to-end supply chain, revolutionizing how beef producers and consumers connect in the region and beyond.

The Altitude Beef Journey: A Butcher’s Dream Takes Flight

Seven years ago, Doug Cross embarked on a journey, opening a small butcher shop in Atherton. Little did he know that this humble beginning would blossom into Altitude Beef, a recognized brand supplying premium beef to businesses and consumers throughout Queensland and even interstate.

But Doug’s ambition didn’t stop there. In June, he took a giant leap forward by acquiring a meatworks in Innisfail, about 100 kilometers from his Atherton shop. This strategic move marks the next logical step in securing Altitude Beef’s future, granting greater control over the supply chain while ensuring the entire process remains deeply rooted in the local community.

Securing Continuity: A Butcher’s Promise

“I believe just ensuring that continuity of the processing side of it,” Doug explains, highlighting the significance of the Innisfail meatworks. This acquisition isn’t just about business; it’s about ensuring a reliable and sustainable future for the local beef industry.

A Passion for Quality: Sourcing the Best from the Tablelands

Altitude Beef’s success hinges on a commitment to quality, sourcing premium grass-fed, flat back cattle from approximately 80 dedicated graziers across the Atherton Tablelands and the Cassowary Coast. Doug’s decision to acquire the meatworks underscores his dedication to maintaining these standards, ensuring that every cut of Altitude Beef embodies the region’s natural richness.

A Niche Market in North Queensland: Doug’s Vision Unveiled

“I just thought that there’s a niche market in North Queensland to do something with our beef up here,” Doug shares with infectious enthusiasm.

This belief in the region’s potential is the driving force behind Altitude Beef’s success. Currently, Doug’s operation processes a staggering 20,000 kilograms of meat per week, equivalent to approximately 70 head of cattle. With the Innisfail meatworks set to open, he aims to increase this volume to 100 head per week, further solidifying Altitude Beef’s presence in the market.

Building a Community: From Retailers to Restaurants

Altitude Beef has become a sought-after brand, gracing the shelves of dozens of retailers and the menus of restaurants across Queensland, the Northern Territory, and New South Wales. Doug’s commitment to building strong relationships with producers, wholesalers, and customers has fostered unwavering support from the community.

The “Husband and Wife Show”: A Testament to Passion and Hard Work

“There’s big demand … I think because we aren’t one of the big multinationals, we’re just a husband and wife show with an awesome crew of staff behind us just having a crack,” Doug humbly acknowledges.

This down-to-earth approach resonates with consumers who appreciate the authenticity and personal touch that Altitude Beef embodies.

Traceability: Telling the Story Behind Every Cut

“I can tell you in that box [of meat] whose cattle that is, where their farm was from, all their stories, everything,” Doug proudly declares.

This level of traceability is a testament to Altitude Beef’s commitment to transparency and connection. Consumers aren’t just buying meat; they’re buying into a story, a heritage, and a community.

A Closer Look: The Numbers Behind the Innovation

To truly appreciate the scale of Doug Cross’s achievement, let’s delve into some key statistics:

• 20,000 kg: The approximate weekly output of Altitude Beef, showcasing the brand’s significant production capacity.
• 70: The number of cattle processed weekly, highlighting the scale of Doug’s operations and his impact on local cattle producers.
• 80: The number of local graziers who supply Altitude Beef, underscoring the brand’s commitment to supporting local farmers.
• 100 km: The distance between Doug’s butcher shop in Atherton and the newly acquired meatworks in Innisfail, illustrating the local focus of his supply chain.
• 3: The number of states and territories (Queensland, Northern Territory, New South Wales) where Altitude Beef is currently distributed, showcasing the brand’s expanding reach.

These figures paint a clear picture: Doug Cross is not just a butcher; he’s a significant player in the North Queensland beef industry, driving economic growth and fostering a stronger connection between producers and consumers.

Industry Acclaim: MLA Recognizes Altitude Beef’s Innovation

Industry group Meat and Livestock Australia (MLA) has taken notice of Doug Cross’s pioneering approach.

Vertical Integration: A Unique and Innovative Model

“I think it’s a fantastic initiative,” says Scott Cameron, MLA Group Industry Insights and Strategy Manager. “It’s very innovative and it’s actually a very interesting way of being able to bring meat to market to consumers having that vertical end-to-end supply chain.”

MLA recognizes the uniqueness of a butcher covering nearly all aspects of the processing supply chain. This vertical integration allows for greater control over quality, consistency, and traceability, ultimately benefiting both producers and consumers.

Shifting Consumer Habits: The Rise of At-Home Consumption

Despite the ongoing cost-of-living crisis, retail meat sales have increased domestically, accompanied by a rise in beef prices. Scott Cameron attributes this trend to a shift in consumer habits.

“We’re actually seeing bit of a move away from food service into at-home consumption,” he explains. “And because it’s a little bit cheaper to eat at home than going out to dinner and nice restaurants, people are affording to buy high-quality meats and … cooking them at home.”

This trend bodes well for brands like Altitude Beef, which offer premium quality beef that consumers are willing to invest in for their at-home dining experiences.

Local Support: Farmers Applaud Doug’s Vision

Doug Cross’s efforts have not gone unnoticed by local farmers, who recognize the positive impact he’s having on the region’s beef industry.

Reduced Freight Costs: A Win for Local Producers

Nick Trompf, a North Queensland stud stock breeder from Tallangalook Santa Gertrudis, Angus and Shorthorns, emphasizes the significance of the Innisfail meatworks for local producers.

“One of the challenges in the Far North is there’s only one major meatworks here and that’s JBS in Townsville,” he explains. “There’s a fair bit of freight associated with that, obviously.”

Accessing the meatworks at Innisfail will save producers like Nick a 500-kilometer round trip to Townsville, significantly reducing freight costs and improving their bottom line.

Championing Quality: Encouraging New Breeds and Crossbreeding

“He’s been at the forefront of the introduction of a lot of new breeds by encouraging people to crossbreed and to build the quality of their beef, and the consumer base from that beef over a number of years,” Nick Trompf enthusiastically shares.

Nick commends Doug’s commitment to improving the quality of beef in the region, recognizing his role in encouraging producers to explore new breeds and crossbreeding techniques.

A Courageous Vision: Building a High-End Brand

“Since he launched his single butcher shop in Atherton and was courageous enough to pitch it at the high end of the market … he’s been incredibly successful,” Nick concludes.

Nick’s words encapsulate the essence of Doug Cross’s journey: a courageous vision, a commitment to quality, and an unwavering belief in the potential of the North Queensland beef industry.

Be a Part of the Altitude Beef Story: Call to Action

Doug Cross’s journey is a testament to the power of passion, innovation, and community. Altitude Beef is more than just a brand; it’s a story of local pride, sustainable practices, and a commitment to delivering the highest quality beef to consumers.

Here’s how you can be a part of the Altitude Beef story:

• Consumers: Look for Altitude Beef at your local retailers and restaurants. Experience the difference that quality, locally sourced beef can make.
• Businesses: Partner with Altitude Beef to offer your customers a premium beef product that reflects your commitment to quality and supporting local producers.
• Producers: Join the Altitude Beef network and contribute to a sustainable and thriving beef industry in North Queensland.

Contact Altitude Beef today to learn more about their products, partnerships, and commitment to the community.

Let’s support local businesses and savor the taste of the Atherton Tablelands!