The biggest beef event in the southern hemisphere is back! Beef Australia 2024 festivities have kicked off in Rockhampton, Queensland with over 115,000 people from across the country and internationally expected to visit from May 6th - 11th. Noted as an event with something for everyone - families, farmers, corporates, and small businesses - Beef occurs only every three years. While it’s worth the wait, why three years?

The history of Beef Australia dates back to 1988, with an original event program of 1,400 stud cattle showcased in the ‘Stud Beef Cattle Show’, 2,000 cattle at the ‘Prime Cattle Show and Sale at the Gracemere Saleyards’, social events that included garden picnics and strolls through the Rockhampton Botanic Gardens and local restauranteurs coming together in “A Salute to Beef.

The celebration was originally planned as a one-off event, though the initial success brought about the second event in 1991, and every three years since. Now thirty-two years later, Beef Australia has become the cattle industry’s national exhibition, focussing on advancing and celebrating the Australian beef industry and community. 

Rockhampton is the place to be this 6th - 11th May, with producers, scientists, chefs, students, exhibitors, and George the Farmer joining the celebrations!

Simone and George are travelling from Penola, all the way up to Rockhampton thanks to our friends at Rabobank Australia and Beef Australia! They are looking forward to meeting up with lots of our little Queensland (and travelling) fans, while also sneaking a few readings of ‘Beef Bonanza’ in the kid's area.

We released our tenth picture storybook on the journey to Beef and the fun that follows, three years ago! Beef Bonanza was first introduced to George the Farmer fans in Rockhampton in 2021, and was quite the hit with new and old friends of George!

“When the Farmer family heads north for the biggest beef show in the Southern Hemisphere floods threaten their road trip. Will they make it to the show on time?”

Follow the Farmer family as they drive from Penola, SA to Rockhampton, QLD going through regional towns such as Horsham, Parkes, Barham, Wagga Wagga, Narrabri and Moree. 📍

To catch George and Simone, save these dates and times below! 

Thursday 9th May:

10am Rabobank tent,

11.30am Beef Kids Area,

1pm Beef Kids Area,

3pm Rabobank tent

Friday 10th May:

11.30am Beef Kids Area,

1pm Beef Kids Area