00:00G'day everyone, I'm Henry Beale. We farm to south of Adelaide in McLaren Vale.
00:05Family farm down here, I've been working here for over 10 years now and lucky enough to manage the place.
00:11We've got vineyards, trade cattle and produce prime lambs.
00:15I've been lucky enough to be nominated for the Innovation in Ag Award and thrilled to be SA finalist.
00:21I suppose our innovation isn't a piece of technology, but it's more an overarching way of how,
00:27as producers, we can better connect with consumers.
00:32So being so small, I thought it'd be a good idea to create a premium lambs brand.
00:38I absolutely love sheep breeding with a passion, free animal welfare, genetics,
00:44everything that comes in between and ultimately the end product that ends up on a plate.
00:49That eating quality is really what's driving us.
00:52And through doing that, I've realised there's such a big disconnect with producers and consumers.
00:58We all know we're trying to do the right thing and produce the best product we can,
01:02but we really need to get that across to consumers.
01:05So having LM on restaurant menus, it's been so eye-opening realising how much emphasis
01:12the consumer puts on knowing the provenance of the product.
01:16So the story, the breed, the face of the farmer, it's all so important.
01:22And I think it's so overlooked.
01:23So that's really what we're striving to do here and really push it as much as we can
01:28to really put a nice light on farmers and especially the lamb industry.
01:33I think beef are doing it pretty bloody well, but lamb just,
01:37I think it's our time to be in the spotlight, which is super exciting.
