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Video Gilmore Braes Heritage Beef: creating a 'niche market' farming ancient breeds of cattle

TLF ID M020035

This is a video about how Batlow farmers Ian and Mandy McCorkindale produce and market meat from Scottish Highland and Welsh Black cattle. It shows scenes of the cattle on the farm and meat being prepared in the butchery as Ian McCorkindale describes the process, value and rewards of marketing their beef directly to the public at the Capital Region Farmers Market in Canberra. He explains the role his wife plays in the business and outlines his work in raising the cattle to ensure the best flavour in the meat. When describing their niche marketing strategy he urges viewers not to be afraid of trying something new and to keep on trying if they fail at first. He then advises 15- or 16-year old students wanting to pursue a career in agriculture to get a wide range of experience on the land. The video runs for 3:09min and ends with seven discussion points for students.




Educational details

Educational value
  • This is an excellent video for studies of food production within the economics and business and design and technologies curriculums. Its coverage of Gilmore Braes Heritage Beef's direct marketing of its niche product combined with the discussion points at the end are particularly useful for content descriptions in years 6, 7, 8 and 10 economics and business. These include the reasons businesses exist and the different ways they provide goods in year 6; the characteristics of successful businesses and the ways consumers and producers respond to and influence each other in the market in year 7; the ways that businesses respond to opportunities in Australia in year 8; and the ways businesses organise themselves to improve productivity in year 10.
  • Ian McCorkingdale's emphasis on the care and management of his ancient cattle breeds and the resultant quality of the meat is also very useful for upper primary and secondary content descriptions in design and technologies, especially how and why food is produced in managed environments in years 5/6 and how products evolve locally and regionally through the innovation and enterprise of individuals in years 7/8. Gilmore Braes Heritage Beef would be a most worthwhile case study for the years 9/10 content description about investigating and making judgments on the ethical production and marketing of food.
  • The video also has value for work studies elective curriculum. The insight it provides into the work of specialist farmers and into the McCorkindales' philosophy of trying something new is useful for content descriptions that focus on investigating a wide range of occupations and the required skills and personal qualities in year 9 and assessing the benefits of developing an 'entrepreneurial mindset' and its relevance to 21st century work and enterprise in year 10.
Year level

5; 6; 7; 8; 9; 10

Learning area
  • Design and technologies
  • Technologies
  • Humanities and Social Sciences
  • Economics and Business
  • Work Studies
  • Business and economics
  • Design

Other details

Contributors
  • Contributor
  • Name: Education Services Australia
  • Organization: Education Services Australia
  • Description: Data manager
  • Address: VIC, AUSTRALIA
  • URL: http://www.esa.edu.au/
  • Copyright Holder
  • Name: AgriFood Skills Australia
  • Organization: AgriFood Skills Australia
  • URL: http://www.agrifoodskills.net.au/
  • Publisher
  • Name: AgriFood Skills Australia
  • Organization: AgriFood Skills Australia
  • Description: Publisher
  • URL: http://www.agrifoodskills.net.au/
  • Resource metadata contributed by
  • Name: Education Services Australia Ltd
  • Organisation: Education Services Australia Ltd
  • Address: AUSTRALIA
  • URL: www.esa.edu.au
Access profile
  • Unknown
Learning Resource Type
  • Video
Rights
  • © AgriFood Skills Australia 2015. Except where indicated otherwise, this material may be used in accordance with the Standard YouTube License at http://www.youtube.com/t/terms.