Mawarra Genetics to attend Danish study tour as Gippsland Agribusiness of the Year

Earlier this year, acclaimed Gippsland beef cattle breeders Mawarra Genetics took out the top accolade at the 2024 Gippsland Food and Fibre Awards.

Recognised by a panel of judges for their commitment to innovation and excellence spanning genetics, livestock, property and business management, the Sykes family claimed the category award for Innovation before being announced Gippsland Agribusiness of the Year.

Mawarra exports genetics to New Zealand, the Americas and Europe and has been a trusted name in Hereford breeding for more than 60 years.

As a prize for their achievement in the region-based industry awards, three members of the Sykes family will attend Northern Europe’s largest agricultural trade fair, Agromek 2024, later this month.

Visits to green technology facilities and innovation showcases within the agrifood sector will bookmark the family’s participation at Agromek.

Mawarra Genetics’ study tour will be sponsored by Food & Fibre Gippsland in partnership with the Trade Council of Denmark in Australia and New Zealand.

Food & Fibre Gippsland CEO, Ben Gebert, said the tour activities will strengthen and support valuable partnerships between Gippsland and Denmark, facilitating knowledge transfer in energy efficiency measures and sustainable farming methods. 

“Insights from the Danish experience of agribusiness innovation and the transition towards green energy are highly relevant for adaption within our region,” Ben said.

“We’re delighted to be sponsoring Mawarra Genetics for their attendance at Agromek 2024.”

Peter, Deanne and son Logan Sykes are now preparing to travel to Finland ahead of the study tour, visiting farms of clients who are raising progeny of Mawarra bulls.

Whilst in Finland, the family will attend an agriculture conference in Seinajoki, where Deanne has been invited to present to an international audience.

The planned trip has seen European linkages and opportunities continue to emerge for the Longford family’s agricultural business, with expanding overseas interest in the Mawarra brand.

“Since booking our flights, Peter and Logan have been asked to form a judging pair at the Agromek Beef Show,” Deanne said.

“It’s another value-add to our agrifood and biogas study tour schedule, where we’ll learn about Danish bioenergy solutions and sustainability in the agrifood sector.” 

Denmark is one of the world’s leading nations when it comes to innovative agricultural practices, waste management, and biogas value chain solutions.

Biogas makes up nearly 40% of the nation’s natural gas consumption and the value chain is set to strengthen further in the coming years, with the Danish government’s commitment to a 100% biomethane gas grid by 2030.

Combined with an innovative food and agricultural sector, this makes the Danish food cluster among the most energy efficient and sustainable in the world.

No stranger to innovative agribusiness technologies, Mawarra is renowned for producing industry-leading genetics that meet market demands throughout the beef production chain.

Establishment of an Angus herd in 2018 has also been well received throughout the industry.

Mawarra currently run 550 breeding cows (a third each Horned Hereford, Polled Hereford and Angus), across 945 hectares on two properties at Longford and Traralgon in Gippsland.

With strong values around family and positive stakeholder relationships, the Sykes family see the success of their clients as the most rewarding aspect of their business.

“We’re one link in the beef supply chain, working to ensure the consumer consistently receives quality red meat on their plate,” Deanne said.

“The reward is about our clients being successful. Everyone benefits when the model is collaborative.”

Peter Sykes added, “It’s not only about what we produce at Mawarra, but how we can value-add and improve things for others in the food and fibre industry.”

Looking back at their success at this year’s Gippsland Food and Fibre Awards, Deanne and Peter said the process of applying for the ‘Innovation’ category proved to be a useful opportunity for reflection.

“It enabled us to look at our business model and visualise what we have achieved over an extended period of time,” Deanne said.

“The application process helped us recognise how the available technologies have enhanced our business and added value to what we do.”

Mawarra sells 100 – 120 bulls annually between their on-property sale, private sales and nationally-recognised beef industry sales events.

In acknowledging their outstanding entry, judges at the Gippsland Food and Fibre Awards noted the unparalleled success of Mawarra Genetics at the Herefords Australia National Show and Sale, including top price honours, numerous division accolades, and multiple Grand Champion and Most Successful Exhibitor awards.

With emerging new business opportunities and the prospect of exchanging knowledge and ideas, the Sykes family’s European study tour looks set to round off a highly successful year.

Images courtesy of Mawarra Genetics, with the exception of the two Gippsland Food and Fibre Awards photos