Purpose
The Advantage Beef Programme was established to improve the sustainability, efficiency and profitability of beef production. The aim was to create an integrated supply chain that delivers better genetics, reduced emissions and more consistent, high quality cattle.
Action
Farmers who take part in the Advantage Beef programme receive specialist support across genetics, soil health, grassland management, nutrition and farm planning.
The programme helps farmers source calves and bulls with stronger genetic potential, creating an efficient production system that reduces age at slaughter and improves carcass performance.
The initiative has gone from strength to strength since its launch in January 2022. The Advantage Beef Programme now spans more than 1,000 suppliers, and in 2024, approximately 35,000 cattle were processed through the scheme.
Impact
Cattle in the Advantage Beef Programme are showing significant improvements on key markers. These cattle are reaching slaughter between 85 and 101 days sooner and are achieving more consistent carcass weights – reducing emissions, increasing profitability and strengthening performance.
The programme has also linked over 6,000 calves between dairy and beef farmers, fostering collaboration and ensuring higher-quality, lower-carbon animals enter the dairy-beef system.