In this episode Scott jams with Graeme Yardy, the Domestic Market Manager for Meat & Livestock Australia. He’s responsible for the sales and marketing efforts for 11 billion dollars worth of Australian beef and lamb in Australia alone. They talk about the big lamb ad, the role lamb plays culturally in Australian life and the differences between marketing beef and lamb. Graeme talks about the sometimes weighty burden of supporting the nation’s red meat producers, farmers in a time when farming is harder than ever, with brand awareness, marketing and sales. They also explore iconic Australian surf brands, Graeme’s time at Wrigley and Mars, and going beyond selling ‘boxes of product’ to being a business or organisation with true purpose.