BeefLegends: Connecting Food Producers and Consumers Across Borders

This chapter examines BeefLegends—an intermediation project tailored to the accelerating complexity of diverse consumer cultures across Australasia. As consumer-driven content becomes more disintermediated, individualised, instant, and ubiquitous, BeefLegends addressed the risk that conventional marketing strategies employed by Australian export industries are becoming less fit for purpose and less effective in promoting Australian food products. BeefLegends intermediated young people in regional communities with social influencers in China, developing creative video content on Douyin (China’s TikTok) and other social media platforms. It created a content loop that has benefits for both ends of the supply chain, turning consumers into creative “prosumers.”