Can you imagine being the person responsible for first selling Australian meat to Korea? Or having the brainwave that Americans should have Australian meat in their hamburgers?

Richard Rains can.

He's been a champion of the Australian red meat industry for his entire career with boundless energy and enviable lightbulb moments. After a cadetship with Dalgety Australia he then joined meat exporting company Sanger Australia in 1976 and by 2000 he owned a majority stake in the business.

He is also keen to see more young people stand up for leadership roles in the beef industry to drive change in the way the industry communicates outside their peer groups. As he tells What's Your Beef? host Jayne Cuddihy, he believes there are some amazing emerging leaders.