What's the Beef 2021 was a huge success, with hundreds of people around New Zealand gathering to learn about how to improve their commercial beef business. 

We look forward to the future, so watch this space for new shows and dates in 2022!

If you didn't register in 2021, click below to register your interest in a 2022 event.

What's the Beef is a farmer-focussed roadshow, to be run in 10 locations across New Zealand and tailored to the commercial beef farmer.  The short, multi-dimensional workshops are designed to educate producers about the added value & increased profitability that breeding quality beef can have on their businesses.


Taking place in March and April 2021, the events will feature the importance of Angus beef's eating qualities, what processors look for in a carcass, how nutrition management can benefit your program, and the important role that high performance genetics play in the equation.

Gore | Tuesday 09/03/21 | EVENT COMPLETED

Heartland Hotel Croyden, 100 Waimea Street, Croyden, Gore

Timaru | Wednesday 10/03/21 | EVENT COMPLETED

Pleasant Point Rugby Football Club, Main Road, Pleasant Point, Timaru

Kaikoura | Thursday 11/03/21 | EVENT COMPLETED

Lobster Inn Motor Lodge (Upstairs), 115 Beach Road, Kaikoura

Whangarei | Monday 12/04/21 | EVENT COMPLETED

Barge Showgrounds Events Centre, 474 Maunu Road, Whangarei

Te Kuiti | Tuesday 13/04/21 | EVENT COMPLETED

Waitete RFC, 55 Waitete Road, Te Kuiti

Taupo | Tuesday 13/04/21 | EVENT COMPLETED

Suncourt Hotel, 14 Northcroft Street, Taupo

Feilding | Wednesday 14/04/21 | EVENT COMPLETED

Feilding Golf Club, 1487 Waughs Road, Feilding

Pahiatua | Wednesday 14/04/21 | EVENT COMPLETED

Tui Brewery, SH2, Mangaitanoka

Wairoa | Thursday 15/04/21 | EVENT COMPLETED

Tapuae Rugby Grounds, Hunterbrown Street, Wairoa

Gisborne | Monday 17/05/21 | EVENT COMPLETED

Whangara Stud, Gisborne

Dr Amy Hoogenboom, Genetics Area Manager - Zoetis

Amy consults to both stud and commercial herds on DNA technologies to make more informed decisions around animal selection, to better achieve their breeding goals and lift herd performance.

Ken Van Mackelbergh - Barbecue BOI + Pit Master

Ken is a chef and has won numerous BBQ awards in New Zealand and internationally.

Jaren Macdonald - NZ Barbecue + Pit Master

Jared is one of the founders of NZ barbecue. He started his own BBQ restaurant Texas Pete's in Hamilton, is the man behind Octopit, New Zealand's winningest BBQ and is the face of competition team More Better BBQ. Last season Jared finished 2nd overall in all New Zealand competitions. Jared's wealth of knowledge is vast and any opportunity to tap into this should not be missed.

Jon James - Apiti Tavern + Pit Master

Jon is the owner operator of the Apiti Tavern. Jon was the NZ National BBQ champion in 2019 and has competed all around NZ and the USA.

Troy Bilbrough - Bacon Bros + Pit Master

Troy is the youngest of the 4 Pit Masters but is certainly making a name for himself in Christchurch. Troy started Bacon Bros in a Food Truck before moving into premises and growing Bacon Bros to be the number 1 Burger bar in Christchurch. Troy opened a 2nd Burger & Shake outlet called Shaka which is also a big hit with Cantabrians. In May Troy will be opening his third restaurant, called Beers, which will serve craft beers and have low & slow BBQ cooking.

Jamie Gordon - Director, Macfarlane Rural Business

Jamie is a Director of Macfarlane Rural Business, a successful farm advisory company based in Ashburton, offering multi disciplinary advise to the agricultural sector.  Operating primarily in the sheep, beef and deer sector, his  key areas of expertise are business strategy and management, farm system analysis, intensive livestock production and supply chain systems and genetics.  Prior to joining MRB,  Jamie had a successful career with ANZCO culminating in the General Manager position of both the Agricultural Division and the Five Star Beef Feedlot.

Alan McDermott - AgriFood Strategy

Alan is the founder of the company AgriFood Strategy. This was created in 2018 and based in Christchurch.. Prior to the Alan was Agribusiness Manager at Anzco Foods and Agribusiness manager at Ag Research in Hamilton. Alan has a wealth of knowledge around meat quality and the pathway needed to achieve the best outcomes for farmers.

Murray Behrent - Alliance Group

Murray is General Manager Livestock for the Alliance Group based in Christchurch. The Alliance Group is a farmer owned cooperative and one of the country's biggest exporters of red meat to over 65 countries worldwide.