Latitude 28

At the time of the project, the supply chain between meat products from Australia (highly desirable and sought after in the Chinese market) did not provide certainty for Chinese consumers.

When high-quality beef would be processed and shipped from Australia, those packages would end up at the same facilities as beef from, for instance, Uruguay, Brazil, China, and other countries, many of which had much less stringent supply chains and agriculture policies.

This meant that high-quality beef would end up on store shelves next to low-grade produce, with the customer not knowing the difference when purchasing, despite the Australian sticker on the packaging. It was estimated that close to 50% of the beef in China that was marked as Australian was, in fact, not.

Not only did this threaten the value of the Australian beef arriving in China, but it also had the potential to harm customers who thought they were purchasing a high-quality product but were eating lower-quality produce. Chinese consumers were aware of these supply chain issues and would regularly question the authenticity of the items they were consuming that were branded as Australian.