Friday, 23 March 2018 10:20

Chinese firm aims to enable beef-sharing using tech


A company known as Borderless Cattle Australia plans to give restaurants and consumers in China the ability to own and trace Australian cattle, sell or share them with friends and obtain advice from top chefs and nutritionists.

The firm will use a suite of technologies to achieve these ends: drones, Internet-of-Things devices and blockchain.

Borderless Cattle Australia is a part of the Borderless Healthcare Group. The founder and executive chairman of BHG, Dr Wei Siang Yu, said: “We are creating an engaging platform for restaurants and consumers to grow and develop a beef sharing marketplace.

"Members can invite friends over to their homes to take part in workshops and even resell part of their beef, driving social networks and a small business economy, and creating an unprecedented opportunity for Australian cattle producers.

“Certain lifestyle stages such as pre-pregnancy, pregnancy, parenthood, and chronic disease are driving a new protein boom in China, along with a desire for healthier and better-quality food beyond the typical supermarket experience. Australia’s stringent standards for cattle production align with this growing need."

A statement from Borderless Cattle Australia said by using "a smart TV platform called, members could access recipes, conduct interactive cooking workshops with celebrity chefs from around the world and connect with nutritionists and health advisers".

All sessions will be supported by a multilingual food concierge.

Apart from this, each animal owned by a member will be represented by several hundred boxes of "virtual beef". A member can use the platform as a business tool to share or sell portions to other consumers six to nine months prior to slaughter.

The expected start date for the project is July. Deliveries will available to more than 300 cities across China.

"Initially, Borderless Cattle will accept orders from restaurants, which will be required to order a minimum of five cattle. Borderless Cattle anticipates having 500 restaurants or corporate members in its first year. The programme will be extended to individual members at a later date," the company statement said.


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Sam Varghese

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Sam Varghese has been writing for iTWire since 2006, a year after the site came into existence. For nearly a decade thereafter, he wrote mostly about free and open source software, based on his own use of this genre of software. Since May 2016, he has been writing across many areas of technology. He has been a journalist for nearly 40 years in India (Indian Express and Deccan Herald), the UAE (Khaleej Times) and Australia (Daily Commercial News (now defunct) and The Age). His personal blog is titled Irregular Expression.



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