Cattle Australia

What Cattle Australia does

Cattle Australia is the national peak body representing grass-fed cattle producers in Australia, founded in 2022 to replace the prior Cattle Council of Australia structure with a directly elected governance model. It is headquartered at NNF House, 14-16 Brisbane Avenue, Barton ACT, operates with approximately 32 employees, and serves a national membership base of commercial grass-fed cattle producers (with an Associate Member tier for non-producer industry stakeholders). Its core function is collective advocacy and policy representation on issues affecting the grass-fed beef sector, including levy investment oversight, sustainability and land management policy, biosecurity preparedness, and market access.

The organization's offering is a portfolio of programs and policy frameworks rather than a traditional product suite. Core programs include Cattle Connect (annual industry conference and event), the National Beef Leaders program (a leadership pipeline for producers aged 21-35), the Cattle and Climate initiative, the Land Management Commitment (a September 2024 policy framework defining deforestation and forest in an Australian context), the Cattle Transaction Levy Review (industry-led consultation on the $5/head levy), the Foot and Mouth Disease Hub (biosecurity resources), and the BredWell FedWell workshops (genetics and nutrition extension, relaunched 2023). Outreach is delivered through a WordPress-based website (cattleaustralia.com.au), active social channels (LinkedIn, Instagram, X/Twitter, Facebook), email newsletters, earned media/PR, and a national calendar of cattle sales, field days, and BeefUp Forums partnered with Meat & Livestock Australia (MLA).

Cattle Australia's business model is membership-based rather than commercial. The $5 per head Cattle Transaction Levy is collected by the Australian Government Department of Agriculture, Fisheries and Forestry (not by Cattle Australia directly) and in 2024-25 totaled $75 million for the grass-fed cattle sector, channeled to MLA ($61.6m for marketing and R&D), Animal Health Australia ($8.7m), and the National Residue Survey ($5.1m). Cattle Australia represents producers to ensure levy funds are invested accountably and is funded through membership fees, partnership/sponsorship income (Platinum Partners include Zoetis, Rabobank, and Granular Products), and program-linked support; member pricing is not publicly disclosed. The operating model is non-profit, governed by a Board of seven directly elected producer representatives plus two skills-based directors, with current CEO Will Evans (joined July 2025).

Name

Cattle Australia

Legal name

Cattle Australia

Website

https://cattleaustralia.com.au

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Cattle Australia is the national peak body for Australian grass-fed cattle producers, founded in 2022 to deliver policy advocacy, levy oversight, and industry programs including Cattle Connect, National Beef Leaders, and the Land Management Commitment. It represents a distributed national membership base from its Barton, ACT headquarters.

Ownership category

akta.pro rank

Product category

Industry Association / Agricultural Advocacy

NAICS

Cattle Ranching and Farming (1121), Beef Cattle Ranching and Farming (112111)

SIC

Agricultural Prod-Livestock & Animal Specialties (200), Agricultural Services (700)

akta.pro primary industry

Beef Cattle Grazing & Pasture-Based Operations (AFAEABAG)

akta.pro secondary industry

Beef Cattle Production Support Services (Fencing, Water Systems, Range Improvement) (AFAEABAM)

Keywords

• Industry advocacy
• Grass-fed cattle
• Agricultural policy
• Producer representation
• Levy administration

Headquarters

HQ city

Barton

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Levy advocacy and administration oversight: Cattle Australia does not collect levies directly. The $5 per head cattle transaction levy is collected by the Australian Government Department of Agriculture, Fisheries and Forestry and distributed to industry service providers. Cattle Australia represents grass-fed cattle producers to ensure levy funds are invested efficiently and accountably.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Cattle Australia is the national peak body representing Australia's grass-fed cattle producers, providing industry advocacy, policy leadership, and oversight of the $5 per head Cattle Transaction Levy. It delivers programs including Cattle Connect (annual conference), National Beef Leaders (youth leadership), Cattle and Climate (sustainability), and the Land Management Commitment (environmental policy), and represents producers to government, MLA, Animal Health Australia, and other stakeholders.

Product overview

Cattle Australia operates as an industry advocacy and leadership organization for Australia's grass-fed cattle sector, offering a portfolio of programs and services rather than a traditional product suite. The core offerings include Cattle Connect (annual conference), National Beef Leaders (youth leadership program), Cattle and Climate (sustainability initiative), the Land Management Commitment (environmental policy), and the Cattle Transaction Levy Review (policy consultation). The organization also maintains an Events Platform listing industry sales, forums, and workshops, and provides a Foot and Mouth Disease Hub for biosecurity resources.

Differentiator

Problem solved

Functional benefit

Brands

• National Beef Leaders: A leadership program open to 21 to 35-year-olds ready to take the next step in leadership and advocacy in the beef industry.
• Cattle Connect
• Cattle and Climate

Products and services

• Cattle Connect Annual industry conference hosted by Cattle Australia bringing together beef producers, industry stakeholders, and experts for education, networking, and advocacy.
• National Beef Leaders Program A leadership program open to 21 to 35-year-olds ready to take the next step in leadership and advocacy within the beef industry.
• Cattle and Climate Initiative focusing on the beef industry's climate impact, importance of the sector, and sustainability metrics including carbon neutrality targets.
• Cattle Transaction Levy Review Industry-led review of the Cattle Transaction Levy ($5 per head) to ensure it remains fit for purpose and delivers maximum benefits to grassfed cattle producers.
• Land Management Commitment Strategic policy providing Australian definitions of deforestation and forest, with four recommendations for implementation to support market access requirements.
• Foot and Mouth Disease Hub Information resource providing updates, resources, and guidance on FMD biosecurity preparedness for Australian cattle producers.
• BredWell FedWell Workshops Relaunched workshop program delivering best practice genetics and nutrition management education for Australian beef producers.

Quantifiable outcome

• $75 million in transaction levies invested annually in industry programs (2024-25)
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered platinum partner and core.

• Zoetisplatinum partnerOthersZoetis is listed as a Platinum Partner of Cattle Australia. Zoetis is a global animal health company providing pharmaceuticals and vaccines for livestock.
• Granular Productsplatinum partnerOthersGranular Products is listed as a Platinum Partner of Cattle Australia, providing agricultural technology and solutions for the industry.
• Rabobankplatinum partnerOthersRabobank is listed as a Platinum Partner of Cattle Australia. Rabobank is a specialist agricultural bank providing financial services to the farming sector.
• Meat & Livestock Australia (MLA)coreStrategic or Co-development PartnerCattle Australia works closely with MLA, which receives the majority of cattle transaction levy funds ($61.6m of $75m in 2024-25) for marketing and R&D programs. CA represents producers to ensure levy funds are invested efficiently.
• Animal Health AustraliacoreStrategic or Co-development PartnerAnimal Health Australia receives $8.7m annually from cattle transaction levies for animal health, disease surveillance and preparedness programs.
• National Residue SurveycoreStrategic or Co-development PartnerThe National Residue Survey receives $5.1m annually from cattle transaction levies for monitoring residues and contaminants to protect domestic and international market access.
• Northern Territory Cattlemen's AssociationcoreStrategic or Co-development PartnerCA CEO Will Evans previously served as CEO of NTCA before joining Cattle Australia in July 2025, indicating strong ongoing collaborative relationship between the organizations.
• Queensland Department of Agriculture and Fisheries (DAF)coreStrategic or Co-development Partner$24.4 million Queensland Pasture Resilience Program partnership addressing pasture dieback, land condition decline, and pasture rundown in northern Australia, supported by MLA Donor Company.
• FutureBeef PartnershipcoreStrategic or Co-development Partner$3.66 million four-year program partnership between Queensland, Northern Territory, and Western Australian governments and industry, providing beef producers with information to improve resilience, profitability, and sustainability.
• Australian GovernmentcoreOthersFederal Government collects cattle transaction levies and funds are matched 2:1 for R&D ($0.92 matched to $1.84 total). Government also provides regulatory framework for vegetation management and market access.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Northern Territory Cattlemen's Association (NTCA): NTCA is the regional peak body for cattle producers in the Northern Territory and shares Cattle Australia's member-driven advocacy model. Cattle Australia's current CEO Will Evans was previously NTCA CEO, and the organisations collaborate on northern-Australia pasture, biosecurity and policy issues - making NTCA a directly comparable peak-body peer.
• Meat & Livestock Australia (MLA): MLA is the declared R&D and marketing service provider for the Australian red meat industry and receives the majority (~$61.6m of $75m) of the cattle transaction levy that Cattle Australia oversees. The two organisations sit at the same centre of the Australian grass-fed beef industry value chain - MLA delivers program spend while CA represents producers - making them the closest functional peers.

Others

• Queensland Department of Agriculture and Fisheries (DAF): Queensland DAF is a state government partner co-funding the $24.4m Pasture Resilience Program with Cattle Australia and MLA. It is an enabling government counterparty rather than a competing peak body, relevant as a participant in the same producer-support ecosystem.
• Cattle Council of Australia (predecessor): Cattle Council was the prior national peak body for grass-fed cattle producers and was effectively restructured/replaced by Cattle Australia in 2022. It is the direct historical analogue to CA and remains a reference point for the same constituency of producers, although it no longer plays the central representative role.
• Animal Health Australia: Animal Health Australia is one of the recipient bodies of the cattle transaction levy ($8.7m in 2024-25), running biosecurity and disease surveillance programmes. It is a delivery partner within the same levy ecosystem that Cattle Australia oversees, making it an ecosystem peer rather than a direct competitor.

Broad incumbents

• National Farmers' Federation (NFF): NFF is the broad Australian agriculture peak body covering all commodities (cattle, grains, horticulture, dairy) and operates upstream of CA on cross-sectoral policy. It overlaps with CA on federal advocacy, trade, and biosecurity but is not a cattle specialist, making it a broader incumbent in the same industry advocacy space.
• National Cattlemen's Beef Association (NCBA, USA): NCBA is the largest trade association for US cattle producers and operates an analogous checkoff-funded marketing and research arm. It is a much larger and broader incumbent than CA but performs the same advocacy, policy and producer-representation functions for the US beef industry.

Regional players

• Beef + Lamb New Zealand: Beef + Lamb New Zealand is the producer-funded industry body for NZ sheep and beef farmers, funded by a comparable statutory levy model. It is the closest international analogue to Cattle Australia in structure, funding mechanism, and mandate, although it operates in a different country and includes sheep alongside cattle.
• AgForce Queensland: AgForce is the regional peak body representing Queensland's broadacre producers including cattle. As a state-level counterpart to Cattle Australia within Australia, it is structurally comparable but covers additional commodities and a single state jurisdiction.

Emerging players

• Australian Lot Feeders' Association (ALFA): ALFA represents grain-fed beef feedlot operators, sitting in the same Australian beef value chain as Cattle Australia. It is a more specialised sub-sector body but competes for the attention of producers and levy payers and partners with CA on biosecurity and policy matters.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/CattleAus
• Facebookfacebook.com/CattleAus
• LinkedInlinkedin.com/company/cattle-australia
• Instagraminstagram.com/cattleaus

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cattle Australia