Setting objectives, the key to future success

Cheyne Twist, Communications Officer

Young beef producer and Veterinarian Liam Mowbray was one of 19 participants in the recent GenAngus Future Leaders Program, a program designed to challenge the participants business perceptions, increase their knowledge and confidence and inspire them to put into practice the outcomes they gained from the event.

From Barrington, NSW, Liam has a background in small scale trading, while over the last six years has been building an Angus cow-calf operation with both registered and commercial branches. He currently works as a veterinarian in the small farming community of Gloucester, NSW, where his passions lie in cattle medicine, nutrition, and advanced reproduction. Over recent years Liam has been involved in various extension activities across the industry, including meat judging, BRD research and trialling innovative FTAI synchronisation programs. Alongside his wife Alissa, in the last six months Liam has had a significant shift in career direction where they have moved from being sole traders, to merging with his parents, Mark and Marina’s beef cattle business as part of a 15-year succession plan. In this change, Liam and Alissa currently operate 50% of the partnership, Marlea Agri Group, over two properties at Barrington and Tibbuc at the foothills of the Barrington Tops, NSW. The current focus for their beef business lies in producing quality registered and commercial Angus cattle for a variety of feeder and grass-fed target markets. “My plan is to expand on this by building a small feedlot to diversify our market options in both drought and nondrought periods,” said Liam. Liam has a number of short-term goals that he is looking to achieve for his business, firstly attacking the next two years and then more broadly establishing further over a five-year period. “There’s several aspects to my short-term goals over the next two years; to fill our current potential carrying capacity, plus continue to create a greater carrying capacity and $/ha figure through nutritional improvements and infrastructure. Furthermore, to drought proof our properties with water infrastructure projects, feed bunk projects, feed storage projects as well as amplify the best genetics. This is through continuing to invest in the best genetics possible, cull our worst genetics, and amplify our better genetics with advanced reproductive techniques.” When it comes to the long-term aspirations for his business, Liam has some clear objectives he is working to achieve. “Ultimately my goal is to have our own verified beef brand to provide a clean, green, high-quality grain and grass-fed option for consumers,” he said. “In short, my ideal animal is a calf that is born between 32kg and 38kg, weans towards 300+kg, has an IMF of +3, and EMA +7. If in turn that means we have the sort of genetics that people are chasing in the future then certainly I could see a market for our genetics also, but we will see.” “I’d like to think that in 5 years we are ready for the next big drought, launching our verified Angus beef brand and continuing to grow bottom line $/ha.” When looking back over at the GenAngus Future Leaders Program and the key presentations and take homes that he plans to implement in his own business, Liam highlighted the following and how he immediately started to apply what he learnt into practice within his own developing business. “For me, the key presentations were marketing and branding, mindset and goal setting. One of the first things I did after the Part 1 of the program was set out a list of ‘digital goals’ and a timeline to implement them over the coming months including website updates, an Instagram revamp and implementation of a Facebook page because I now understand just how important these tools are in branding and exposure.” When asked of the impact that the GenAngus Future Leaders Program had on his personal and professional development within the industry, Liam explained a number of benefits he took from taking part. “Apart from being incredibly motivating, the program has been fantastic for networking in the beef industry and developing knowledge and skills about taking a beef business to the next level,” said Liam. “I’ve learned so much about marketing, branding, mindset, global agri-economics, goal setting and succession planning!” “Just as a finishing remark. I’d just like to mention how appreciative I am for the support and opportunities given to me by Angus Australia. I’m also incredibly appreciative and thankful for the Laurie family (Knowla Livestock) for their ongoing support and helping me get off the ground. I wouldn’t be where I am today without their help.”