Dalene Wray is the managing director of OBE Organic and is driving change, innovation and digital adoption in the Australian beef industry. The company is Australia’s oldest organic beef marketing company, formed in the mid 1990s by a group of visionary outback cattle farmers who turned their tyranny of distance into an asset by having their chemical-free properties certified organic. The company sources cattle roaming freely across more than seven million hectares of ancient outback floodplains. Wray – who grew up in the outback town of Birdsville and started her working life as a radiographer – joined the company in 2003. To advance its Asian and Middle East expansion, she relocated to Beijing and Hong Kong between 2009 and 2015, building strong relationships and markets for the company, while helping enhance the profile and reputation of the Australian beef industry offshore.
Check out Dalene speaking to the Ag Show about the rise of organic beef and diversity in agriculture here.