The next five years are planned out and now Meat & Wool NZ is in the delivery phase.
Chief executive Dr Scott Champion was one of three speakers at the inaugural technical breakfast to open the 2010 Beef Expo reports Country-wide.
He outlined how the path to 2014 had been organised into four programs - farm, market, people and information.
Champion said the direction over the next five years would be focused on working to make farmers more profitable.
Farmers could expect to see this make a difference to their business through the delivery of "tools and services", with the key emphasis being on helping to improve productivity, product quality and cost of product.
Meat & Wool had grouped its activities into six regions, three in the North Island and three in the South, with different projects targeted in different areas. The expo was the premium event for the beef industry each year and regarded by Meat & Wool as critical.
"It's a valuable time to be talking to farmers about what they need ... the genetics focus for us is important, it's key to driving the industry forward."
"It's a time for the industry to come together and talk about some of the stuff that is important to them."
The breakfast, with technical speakers like Professor Mike Goddard, a leading geneticist with Beef CRC and fellow at the University of Melbourne, was a good opportunity to get people thinking about technical aspects of the industry, Champion said.
"This is a new event to the overall program. The purpose of beef expo is a technical event about driving the beef sector forward."
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