The beef industry is being urged to push into other markets, to safeguard exports.

The sector has primarily served the big four major markets for decades, but some countries are turning to other suppliers to fill shortages arising as Australia restocks.

Rural Reporter Sophie Clarke caught up with ANZ Head of Food, Beverage and Agribusiness Iahn Hanrahan to hear more about the shortages and the benefits of having a diversified customer base.

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