Rural IndustriesResearch & Development Corporation
20 July 1999
Australia’s new and emerging animal industries, worth more than $160 million a year, have an unenviable reputation for
startling peaks and equally depressing troughs.
But a new report from the Rural Industries Research and Development Corporation (RIRDC) which puts the microscope over
19 of these industries, is expected to help smooth the development cycle.
Undertaken by economic consultants David McKinna et al Pty Ltd, the research draws together known background information
and develops a SWOT analysis for all the industries from kangaroo to mutton birds and even flying foxes.
A more detailed analysis is then undertaken for ostrich, kangaroo and dairy goats to demonstrate the strategic
principles for meat, hide, fibre, milk and by-products.
Combined, the information has allowed a critical factors checklist, which affect the performance of new animal
enterprises, to be developed. The report concluded 12 of the industries had good to moderate potential to develop whilst
seven had limited potential.
According to RIRDC program manager Peter McInnes the program of research to investigate the development and market
potential of industries is essential for continued growth. Dr McInnes said over the past 10 years RIRDC had undertaken a
series of projects to understand and promote the development of these new industries.
“This report draws together a large amount of information and then considers the potential for domestic and export
markets for each of the 19 industries,” Dr McInnes said.
“For an industry like emu which has undertaken a stage of rapid growth it is important to identify constraints and then
introduce research strategies to overcome them.
“Smaller industries like camel and buffalo, which have the potential to grow solidly in the next 10 years have other
factors, both positive and negative, which are being identified and developed along with the industry.
“The information, including a list of 12 critical success factors which are common to all emerging industries, will be
used to assist future R and general industry strategies.” Report author David McKinna says the critical factors and success strategies
identified in the report, demonstrate that the behavior of new enterprises follow a very predictable pattern.
“Unfortunately, despite the highly predictable nature of these issues and problems, the same mistakes are repeated over
and over,” Dr McKinna said.
“The information in this report gives some indication of the challenges to new enterprises and the processes which
should be undertaken to achieve a viable industry.”
Marketing of New Animal Products, is available from RIRDC for $15 by calling (02) 6272 4819 or visiting the RIRDC
website - www.rirdc.gov.au