Innovator Don Menzies has observed the beef industry go from bronco rails to biometric tags over the last 30 years. Beginning his career in the Rockhampton CSIRO offices, Don has been part of tremendous change in the use of technology to aide management practices and marketing. Join Jayne Cuddihy as Don reminisces about his various industry roles, challenges and triumphs, including the mandatory uptake of NLIS tags and electronic identification- which wasn't everyone's cup of tea.