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To kick off Season 2 of \\u2018What\\u2019s Your Beef\\u2019, we chat to none other than Beef Australia\\u2019s CEO, Simon Irwin.

Born and raised in Warwick, Simon started his working life as a stock and station agent before moving into the media sector where he had a 30-odd year career. He\\u2019s always maintained an interest in, and connections to, the rural community and now proudly wearing his Beef Australia hat, chats to us about how the iconic event is shaping up for 2024 and gives us a little insight into some new and exciting plans.