The History of Beef Australia Preview

Welcome to the History of Beef Australia Tour.

From humble beginnings as a one-off beef exposition coinciding with the iconic World Expo 88, to one of the largest leading beef expositions in the world, Beef Australia has become a global sensation in the beef and cattle industry.

Showcasing all things beef, from property tours, cattle shows, judging, cooking demonstrations, seminars, symposiums and so much more, this tour will highlight the history of Beef Australia over the years and the exciting tropes, challenges and tribulations that made each expo epic and memorable.

Plus, discover what makes Rockhampton the Beef Capital of Australia from our iconic bull statues and mouth-watering steaks to full-bull rodeo action right in the heart of the city!

Beef88 was the Australian Beef Industry’s principal contribution to Australia’s Bicentenary celebrations.

The event was birthed from two directions. In 1985, a group of prominent northern cattle owners met in Rockhampton to consider planning an event that would allow the beef cattle industry to participate in the bi-centenary celebrations, Expo 88. The following year, the Australian Agricultural Council gave Queensland a beef theme for the bi-centenary, and a committee was formed to plan three days of celebrations in Brisbane. Members of the Brisbane committee then became involved in Brisbane’s Expo primary industries pavilion, and this resulted in the bi-centenary beef industry emphasis being directed to Rockhampton.

Rockhampton, Australia’s Beef Capital, was considered the logical venue for the event because of its strong local cattle industry, excellent facilities, dedicated cattle people and experienced organisers.

The theme for the Expo, “Working Together for a Better Tomorrow” coincided with the Bicentenary Year of 1988’s “Living Together”. The theme was helped in the design of the overall Beef88 program, which acknowledged the toil and sweat of the industry pioneers, recognising two centuries of achievement, and providing some direction for the future.

The inaugural event featured tours of cattle properties around the region, cattle show judging, showground displays of machinery, historical items, chemical companies, educational displays, and beef promotion displays.

1400 stud cattle representing 28 breeds were on display at the Stud Beef Cattle Show at the showgrounds while 2000 head of cattle featured in the Cattle Show at the Gracemere Saleyards.

Several conferences were also held throughout the week at the Pilbeam Theatre fielding assorted topics of the beef industry and its future. A parade of cattle walked through the city streets to officially open the event and The Best of Beef Mardi Gras showcased a mix of live music, competitions, novelties and amusements.

Ultimately, Beef88 was heralded as one of the greatest successes of the Australian Beef Industry, bringing the rural community together, sharing information, challenges, hospitality and good will to the local, interstate, national and global community.

Coming off the back of a successful inaugural expo, the decision to conduct a sequel to Beef88 was motivated by strong positive feedback and continued requests from exhibitors, visitors, and the industry to “do it again!”

The theme of Beef91 “Pathways of Progress” focused on the transformation of the Beef Industry from an opportunistic cyclical industry prone to boom or bust.

The second expo of its kind combined many of tropes from the 1988 event together with some new and exciting innovations. Attendees far and wide enjoyed the spectacle of parades and displays, the wisdom of the International Conference, the hospitality and comradeship of the social functions and the satisfaction from involvement in successful events.

More than 1500 entries from 36 breeds were judged in the Stud Beef Cattle Show at the showgrounds while more than 2500 head the Australian Prime Cattle Championship at Gracemere Saleyards (500+ more than Beef88).

Other events held throughout the week included a street parade, breakfast in the East Street Mall, Australian Concert, Property Tours, Gala Dinner and Mardi Gras, Bullock Weight Guessing Competition, Bullock Naming Competition, a novelty race – Man Vs Beast Vs Bicycle and Australian Concert featuring instrumentalists, vocal solos, dance cabaret, classical ballet and Pioneer Bush Band.

A standout event during the expo was the Primac “Battle of the Breeds” Tug-O-War where crowds backed their favourite beef breed society as they battled it out in a sudden-death, seven-a-side tussle.

Beef91 also captured the imagination of the nation’s art fraternity with a mighty 190 paintings submitted for judging in the first Australian Brahman Breeders’ Association Beef91 Arty Competition. A total of 109 artists spanning from Brisbane to Chillagoe, Northern Territory to Humpty Doo, Mataranka and Katherine and entries from NSW and Victoria, submitted their works, all depicting a Brahman theme, totalling $68,000.

By its third year, Beef94 saw substantial growth in attendance, exhibitors and cattle numbers. Presenting 40 momentous events over six days, the expo featured an abundance of opportunities for educating, entertaining, socialising and business networking.

More than 10,000 people attended the expo. An additional 40 exhibition sites were added to the program to meet the growing demand.

Entertainment was best described as “world-class.” Local, national, and international performers delighted visitors including Australia’s most successful Show Band of the time The Troupadores, American Cabaret Star Gary Sterling and Rockhampton’s own national recording star Janine Vaughan.

From wandering minstrels to magicians, classical to cabaret entertainers, reggae to rock artists, brass to bush bands, there was something for everyone at Beef94.

Many of Beef88 and 91 favourites made their return including property tours, cattle judging, Tug-o-War, conferences and seminars for men, women and youths, gala dinners, grand parade and breakfast in the Rockhampton City Heart Mall.

New highlights included a Trade Fair featuring 190 displays throughout the showgrounds, cutting horse competition, working cattle dog demonstrations, family carnival, and a “Mother of all Debates,” showcasing a true battle of wits with words.

Australian Television Network chairperson Ita Buttrose and Foreign Correspondent and 60 minutes presenter George Negus were guest speakers at the expo.

Crowds were also wowed by the talent of five prominent Australian auctioneers in the Auctioneers Challenge where competitors had to sell 10 items in a blind auction (the crowd could see the goods, but the auctioneers couldn’t). Auctioneers drew their lots out of a hat and had three minutes to muster all their experience and cunning to sell the items as creatively and expensively as they could.

More than 1600 head and 39 breeds were on show at the Stud Beef Cattle Show in the ring at the showgrounds and 1688 entries in the Australian Prime Cattle Championships and Sale at the Gracemere Saleyards.

Catering for the masses became an iconic highlight Beef94 with a special Meet N Greet Camp Oven Dinner which fed 2500 hungry guests on the first night. Bush Chef Extraordinaire Ned Winter cooked up a three-course camp oven feast for the hungry crowd, which including damper, soups, traditional roast meats, vegetables and a plum pudding for dessert. The shopping list included 240kg of meat, 220kg of spuds, 110kg flour and according to Ned’s estimation: “a bloody lot of pumpkins.” The three-course feast was prepared in his 70 antique camp ovens, the largest of which was one metre in diameter. As if cooking wasn’t enough to keep the chef busy, Ned also delighted guests with his legendary poems, tales of his droving days and where he learned his bush cooking skills, all while tossing the coals.

Rockhampton’s internationally renowned beef exposition received a generous $100,000 funding boost from the Queensland Events Corporation in 1997, which led to record-breaking success for the event. Beef97 delivered enormous opportunities for the tourism, business and trade sectors, perfectly reflecting the expo’s theme: Vision Creates Opportunity.

With the exponential growth of the triennial event, came an innovative approach to produce more accommodation opportunities in the region to keep up with visitor demand during the expo. The construction of a tent city was established for visitors who could not find space with existing hotels, motels and caravan parks. Rockhampton residents also opened their doors to provide a home away from home for visitors during the week of the expo.

On the day prior to the opening of Beef97, Rockhampton City Council mayor Jim McRae officially unveiled the iconic Romagnola Bull Statue at the Kershaw Gardens as part of the expo to commemorate the World Romagnola Congress. Today, the statue resides near O’Shanesy Park at the intersection of Lower Dawson Road and Jellicoe Street in Rockhampton.

More than 100 volunteers took part in organising the expo, which featured new events including a bush poetry competition, cutting horse competition, carcass competition, cooking demonstrations, race meeting, art exhibitions, fashion parades and an Apprentice Chef’s Cook-Off. Beef’s Property Tours, Grand Parade, Official Opening, Mardi Gras, Tug-o-War, Great Debate, Trade Fair, Conferences, Seminars, Cattle Championships and Stud Show all made a return.

Iconic Australia singer-songwriter Slim Dusty and Rod McGeoch, the man behind the successful Sydney 2000 Olympics bid, were among a string of official ambassadors for the 1997 expo. Rod McGeoch accepted the title of Beef Ambassador, in memory of his late father who was one of Australia’s most distinguished auctioneers and judges.

All eyes were on Australia at the dawn of the millennium - and it wasn’t just for the Sydney 2000 Olympics. Beef 2000 played a pivotal role in the way the world saw the beef industry and the Beef Capital.

In preparations for the successful event, the Rockhampton showgrounds received a dramatic upgrade to improve the facilities for the expo. More than 250 volunteers put their hat into the ring to help with the preparations and running of the event. Beef 2000 even had its very own catchy jingle “Beef it up, let it Sizzle.”

A four-man team was devoted to ensuring the forward-thinking attitude of the industry was clearly demonstrated and complimented the expo’s theme for that year: Creating new Horizons. Beef 2000 was on everyone’s radar, be it via satellite broadcasting, video conferencing with 20 cyber beef sites and internet technology. The event also received coverage from ABC’s Landline and two segments on the Today Show.

1000 international delegates from as far as Brazil, Canada, China, Korea, Mexico, New Caledonia, New Zealand, Papua New Guinea, the Philippines, South Africa, Thailand, Taiwan, the US, Vietnam and Zimbabwe, travelled to the Beef Capital to bear witness to the iconic event.

44,000 people, including 764 exhibitors attended Beef 2000. More than 1200 people took part in the property tours, which highlighted locations including Granite Vale and Neerim (St Lawrence), Calliope Station, Galloway Plains, Wandobah (Dingo), Allawah (Banana) and Cedars Park (Banana). The sold-out Beef Ball was attended by 1200 people at Rydges Capricorn International Resort. More than 2000 head of cattle representing up to 30 breeds entered the Stud Cattle Auction.

A highlight to the expo of the millennium was the debut of Australia’s richest Campdraft Competition: Beef 2000 Rocky Campdraft Cup. The inaugural event saw 320 entrants, including some of Australia’s best riders, compete and demonstrate their great skills to spectators at the showgrounds. $80,000 in cash and trophy prizes was up for grabs.

Beef 2000 even included a special visit from the late Queen of England, with the help of well-known comedian and impersonator, Gerry Connolly, who officially launched the event. In a unique ceremony, her Majesty the Queen blessed the bulls and used her welcoming bouquet to douse the crowd and officials alike. The launch also included the branding of Eddybull (the mascot) with the Beef 2000 logo. Her Majesty gave her final seal of approval by placing the first snag on the barbecue kicking off a complimentary sausage sizzle for the crowds.

Proud Central Queenslanders showed their support for Beef 2000 with the inaugural “Put a Bull in your Front Yard” competition. Running in conjunction with the expo, 59 entrants from Rockhampton, Yeppoon, Westwood, Parkhurst, Banana, Theodore, Stanwell and Bouldercombe put their creativity on display to create a decorative bull in the spirit of the expo. Local businesses, residents, schools and community groups got behind the initiative with incredibly unique entries in both design and name including Simply-a-door-a-Bull, Construct-a-Bull, Sollubull, Cape-A-Bull, Rees-Specta-Bull and Bull-e-Tin to name a few.

Beef 2000 was donned a remarkable success attracting $23.39 million in spending into the national economy, $6.69 million in the Central Queensland region alone.

Beef Australia 2003 saw the nation’s biggest ever gathering of cattle producers, breeders and processors join beef loves from near and far to take advantage of valuable trade, networking and new business opportunities. 52,000 people, including 300 international delegates from key trading nations, attended the renowned triennial Beef Expo.

But Beef 2003 success wasn’t without its pre-event hurdles, both nationally and internationally. Australia was experiencing one of the worst droughts on record (2002 – 2003), affecting significant rural areas across the nation. The international climate had their own challenges with the viral threat of Severe Acute Respiratory Syndrome (SARS) and safety concerns relating to the conflict in Iraq, effecting some overseas travel plans. Despite the challenges faced at home and abroad, Beef Australia 2003 would proceed in successful fashion, thanks to the team of dedicated organisers and volunteers.

Beef Australia 2003 chairperson Graeme Acton said the committee was particularly proud of this exposition. It was a great reflection of the beef industry’s dedication to continuous improvement regardless of the obstacles they faced.

Beef 2003 delivered a kaleidoscope of activities and events for the masses from the world’s biggest display of Stud Cattle to celebrity chef beef cooking, seminars, tours and fabulous beef meals, non-stop entertainment and social events.

Day One kicked off with the Opening Ceremony at the refurbished showgrounds, featuring newly constructed Robert Schwarten Pavilion. The Opening Ceremony was followed by a family fun day featuring ABC Play School’s George Spartels, Blinky Bill and local school groups and a performance by Australian pop rock band Mental as Anything into the evening.

Food lovers enjoyed celebrity chefs Peter Howards, Mondo Oganics, Dominique Rizzo and Jocelyn from Joceyln’s Provisions put their culinary creativity to the test to make mouth-watering beef masterpieces.

Beef Australia 2003 also added several new events to rev up the excitement including the Beaut Ute Competition, a mechanical bull and Ironman/Ironwoman competition. Even entries for the “Put a Bull in your Yard” Competition more than doubled in 2003 with 140 entries from schools, residential homes and commercial businesses in the Central Queensland region.

A total of 10,000 steaks were enjoyed at the showgrounds, 20,000 free sausages were consumed during the closing ceremony, 1200 people attended the Beef Ball, 1700 head of cattle representing 33 breeds on display at the Stud Cattle Championships and 250 volunteers helped to make Beef Australia 2003 memorable in every way.

Beef Australia 2006 was hailed the best beef expo to date by organisers. In fact, some would argue it was “Better than Sex.” In an entertaining war of words, the ever-popular Great Debate, which was held as part of the expo’s events, resulted in explosive evening of laughter and banter as two teams debated and discussed the crucial topic: “Is Beef better than Sex?”

Over 50,000 people, including 450 delegates from 27 countries attended the expo. More than 400 exhibitors showcased the very best in beef products and services. Over 2000 head of cattle took place in the Stud Cattle Championships and more than 10,000 steaks were served on site for patrons to enjoy.

Attendees enjoyed a large line up of activities throughout the week including conferences and seminars on the future of beef, trade fair, property tours, cooking demonstrations, youth forums, cutting competition, rodeo, bush poetry, race day, ute muster, fashion parades, Beef Ball and Chefs on Show featuring cooking celebrities including Peter Howard, Mark Myers, Lyndey Milan and Jason Roberts.

Paddock to the Plate Cooking Demonstrations were also a huge hit for expo attendees, which featured butcher and cooking displays and fun for everyone with Kids in the Kitchen. Families were also entertained with a special appearance from Bananas in Pyjamas, acrobatics and spectacular performances from Guy McLean Horseman from Susan River.

New additions to Beef Australia 2006 were the Whip Boxing and displays and the Telstra Road to Tamworth Country Music Competition.

Beef Australia celebrated 21 years since the inaugural Expo in 1988, with a record-breaking crowd of 68,000 people including 461 delegates from 32 countries.

More than 400 trade fair exhibitors showcased their wares at Australia’s one-stop-shop for all things beef and cattle related with Australian genetics and technology at the forefront.

Good food and great entertainment were integrated into the core program of cattle competitions, seminars and property tours to ensure Beef Australia 2009 was the ideal event to network and celebrate.

The 2009 Expo was a true showcase of beef cattle both on the hoof and over the hook. More than 2000 head of stud cattle from 33 breeds were judged in the showgrounds showcasing the diversity of Australia’s tropical and temperate-adapted breeds. A record-breaking 2300 head of commercial cattle were judged and sold through the Gracemere Saleyards. 151 entries, totalling 453 carcases were judged in the National Beef Carcase Competition at 13 participating meat processors across four states (Western Australia, Tasmania, NSW and Queensland).

A packed program of activities included non-stop entertainment and fashion shows. Daily activities in the Schwarten Pavilion and the Demonstration Ring showcased several equine disciplines including blacksmithing, liberty work and barrel racing. The first three nights of the Expo featured complete rodeo action while award winning rider, whip cracker and bush poet Guy McLean showcased his renowned performance on the fourth night.

The event provided the Central Queensland region an estimated $31 million boost.

From arena spectacular performances to pole artists, camp oven cook-offs to Casey Chambers, carcass competitions and whip cracking workshops, Beef Australia 2012 delivered a party mix of education, information and entertainment.

More than 75,000 local, interstate and international visitors attended the event, including delegates from as far away as China and Brazil, to learn about the changes on the horizon for the beef industry.

Approximately 4000 head of cattle from more than 30 different breeds competed in a variety of competitions including the Stud Cattle Show and Commercial Cattle Sales.

Attendees enjoyed to an array of activities throughout the week including the staple offerings from conferences, seminars, trade fair, exhibitors, fashion parades, art exhibitions and Gala Ball, as well as a full list of unique experiences and shows including The Man from Snowy River Arena Spectacular, Live music from Morgan Evans, local legends Busby Marou and Aussie icon Kasey Chambers as well as the Eagles Vs Creedence Clearwater Revival Show. Kids were also entertained with adorable animals from Old Macdonald’s Farm.

Beef Australia 2015 set a whole new benchmark for the internationally renowned exposition. Hundreds of volunteers, 20 full-time staff and 12 board members saw the week go off without a hitch. A record 90,000 people attended throughout the week, including more than 1100 of those registered international delegates. On Day One alone, 15,000 people had walked through the gates. Beef producers, celebrity chefs, professional whip crackers, Chinese delegates and school students converged onto the Rockhampton showgrounds for the week-long event, promoting and celebrating the Australian beef industry.

The Commercial Cattle Championships saw more than 1200 head judged at the Central Queensland Livestock Exchange (CQLX) in Gracemere with outstanding quality throughout proving exceptional selling prices. Meanwhile the Rockhampton Showgrounds was abuzz with more than 600 trade sites open for business. Later that week 1100 people swapped their boots for ball gowns and tuxedos to attend the popular Hats and Heels evening.

Beef Australia 2015 attracted several special guests including Australia’s most loved country music identity and outback icon Lee Kernaghan who promoted his album ‘Spirit of the Anzacs’ and autobiography ‘Boy from the Bush’ at the time.

Humanitarian Turia Pitt inspired guests at the Westpac Women in Business High Tea with her amazing story of recovery and resilience after a bushfire disaster burned 65% of her body. The guest speaker received a standing ovation from attendees at the High Tea before she had even begun speaking.

Celebrity chefs at Beef Australia 2015 included Alvin Leung, Matt Golinski, Alastair McLeod and Ben O'Donoghue as well as contestants from television programs MasterChef Australia and My Kitchen Rules put their culinary skills to the test with flavoursome beef recipes. Meanwhile international chef Tarek Ibrahim from Dubai provided the ultimate five-star dining experience at the expo cooking up a beefy feast fit for a king!

30 years on from the inaugural event in 1988, Beef Australia 2018 was well and truly considered one of the world’s greatest beef expos. More than 98,000 people attended the event. Close to 4000 cattle from more than 30 breeds competed throughout the week.

The Stud Cattle Competition featured more than 1500 head judged throughout the week while a further 2000 head featured in the Australian Beef Cattle Championships at Central Queensland Livestock Exchange (CQLX) in Gracemere.

Beef Australia 2018 welcomed 11 internationally renowned chefs to the Beef Capital, including Hirouki Sakai (Japan) and Curtis Stone. The chefs conducted demonstrations in the Butcher’s Kitchen, alongside master butchers, serving up their finest beef dishes.

Rockhampton residents had their chance to experience the expo and all its offerings on the first day of the event, People’s Day, coinciding with the May Day Public Holiday. People’s Day featured a wide range of expo excitement and activities for the locals to enjoy as well as live entertainment by Aussie music legend Troy Casser-Daley.

More than 500 trade sites, an extensive list of social events, a symposium, seminars, property tours and non-stop entertainment was held throughout the week including Chisel Revived Barnsey Revisited – Australia’s Greatest Tribute to Jimmy Barnes and Cold Chisel rocking the stage on the final night of the expo.

The Gala Ball saw a sold-out crowd of 1400 people enjoying mouth-watering beef meals and entertainment by the talented Magic Carpet Ride (featuring Australian Idol 2003 contestant Stu Campbell).

Despite the world being in the throes of a global pandemic (COVID-19), the decision to stage Beef Australia 2021 was under meticulous analysis and scenario planning. Organisers felt it was too big of a responsibility to the beef industry and community not to try and make it work. It was a carefully calculated decision to forge ahead and not only was Beef 2021 staged without any COVID-19 exposure, it was a record event, in terms of attendance, media publicity and was an economic benefit for both the region and state.

A record-breaking 115, 866 people attended the expo from across Australia (15% increase from the 2018 expo). Day One alone recorded more than 31,000 people through the gate (25% more than on day one of 2018). More than 5000 head of cattle were entered across three massive competitions during the week.

In an event first, a tech and innovation hub (Ken Coombe Tech Yards), and an arts and cultural program was introduced to the Beef Australia’s schedule. The Ken Coombe Tech Yards showcased current technology and emerging technology in the beef and agriculture industries. The arts and cultural program engaged a new audience to the event, headlined by the world premiere of Opera Queensland’s performance of ‘Are You Lonesome Tonight’ and festival partnership with CMC Rocks.

New and exciting events were also added to the program in 2021, including the iconic ‘Nose to Tail Dinner’ and ‘The Main Event Lunch’ with former World Champion Boxer Jeff Horn and Boxing Tent Legend Fred Brophy. To top it all off Beef Australia also hosted a block buster rugby match between the Classic Wallabies and the Beef Barbarians.

Beef Australia Vice Chairman Russell Hughes said up to 63 tonnes of beef was consumed during the week (equating to two semi-trailer loads of beef) - ABC News.

Rockhampton is commonly known and referred to as the Beef Capital of Australia. But what does that mean, and how does our region earn that title? During the off-season to the world’s biggest Beef Expo, Beef Australia, there are plenty of ways to Beef it Up in the Beef Capital.

Largest head of cattle

The greater Rockhampton region (Fitzroy Basin) currently has over 3 million head of cattle grazing throughout the region, dominated by beef cattle, and is the top cattle region in Australia with the highest head of cattle numbers*. The region is also serviced by two abattoirs with a total daily processing capacity of 2,400 head and is currently seeking investment in more cattle feedlots and abattoirs. With these numbers, it’s no wonder the Rockhampton region is commonly referred to as the Beef Capital of Australia. *Meat and Livestock Australia. Cattle numbers – as at June 2019 Natural Resource Management Region.

Home to one of Australia’s major cattle selling centres

Just a 15-minute drive inland from Rockhampton will take you to Central Queensland Livestock Exchange (CQLX), one of Australia’s major cattle selling centres. Beef breeders from around Central Queensland and beyond come to buy and sell their cattle at this centre, and visitors can head along and witness how livestock is bought and sold. If you are in town on a Wednesday, head along to CQLX for a true cattle experience and watch beef barons from across Queensland auction off and buy cattle.

Rodeos in the heart of town

The Great Western Hotel is an iconic Queensland pub with a custom-built rodeo ring out the back. Providing quality pub-grub with some of the best steaks in town, the hotel also hosts the PBR Australia tour where Rockhampton Invitational rodeo events are held throughout the year. Where else in Queensland can you chow down on a piece of steak at a pub while watching edge-of-your-seat bull-riding action?

Life-Size Bull Statues throughout the city

Rockhampton has seven life-size bull statues around town, and in our Where’s The Beef? Bull Statue Tour, you can discover our wonderful world of bulls by driving around town and learn more about their different bull breeds. The tour can be done at your own leisure through a self-guided audio tour or by downloading the brochure.

Authentic Farm Stays

Rockhampton is surrounded by several authentic Central Queensland farm stays, all based on working family run cattle properties where you can experience a true Australian outback experience. From feeding cattle to heading out on a leisurely horse ride, cooling down in freshwater dams or sitting around a campfire toasting marshmallows and watching the stars, each farm stay provides a real opportunity to switch off and ‘go bush.’

Great steak!

When you’re visiting Australia’s Beef Capital, you want to know where you can go to get the best steak. Luckily, you don’t need to look far to find a piece of quality beef on the menu. With traditional rump steaks at heritage-listed pubs, eye fillets with a riverside view, or rack of ribs for the ultimate carnivore feast, you will be spoilt for choice on where to go to get a good steak in Rockhampton.

Find out some of the locals favourite locations for Rockhampton’s best steak, or explore the many restaurants in town where the majority have steak on their menu.

If you feel like cooking up a beef storm in your own home drawing inspiration from the Beef Capital of Australia, you can also check out our Best of Beef series where we showcase some of the region’s best beef dishes.