Nuffield Australia 2013 scholarship winner
Kate Mason, from Kojonup in Western Australia, received a 2013 Nuffield Scholarship supported by the Australian Egg Corporation. Kate researched sustainable egg production and how that fits with consumer expectations.
Kate works in a family farming business with her husband Rhyce. They run a 1500 acre farm with 600 ewes for cross bred lamb production and grow organically certified oats, processed and packaged for human consumption and supplied to wholesalers in Perth and Melbourne. In addition they have a grain cleaning business, a small farm shop and 4,000 free range laying hens, marketing the eggs in their own brand direct to retailers in Perth and around the south west of WA.
Kate believes educating the consumer plays a vital role in the future direction of not only the Australian egg industry but more broadly across Australian agriculture.
“I would like to be able to confidently build our business in a way that will meet the changing expectations of the consumer. A worldwide study into the connection between the consumer and agriculture enabled me to do this,” she explains.
Kate believes the major issue faced by the egg industry is consumers increased concern for animal welfare and the retail giants seizing this as a marketing opportunity.
“As a consequence there are some large free range operations being set up to meet the growing demand for what consumers consider more welfare friendly – however there will be an impact on smaller producers,” Kate says.
Kate traveled to California and Indiana, before heading to Europe.
Location: Kojonup, WA, 6395
Telephone: 0427 845 005
Scholarship report: not currently available
Returning Scholar presentation: watch on video
Returning Scholar profile: click to view
Kate is sponsored by: