The group is advertising for a “sustainable beef project co-ordinator” to be based in its Brisbane office.

It’s believed the appointment is part of a wider international plan by WWF to create an alliance of input suppliers and retailers to change the way producers manage their land and livestock in a bid to reduce beef’s environmental impact.

Advertisements for the two-year role say WWF “is seeking a skilled project co-ordinator to help reduce the ecological impacts of beef production”.

The successful applicant will be required to “develop and manage relationships with a range of stakeholders within Australia and globally, including the recently established Australian Roundtable for Sustainable Beef (ARSB)”.

It said the applicant would work to establish “higher environmental standards” and promote best practices in Australian beef production and markets.

The job description for the role suggests it will particularly focus on reducing any impacts of beef production on the Great Barrier Reef.

While WWF had not returned calls when The Land went to press, it is understood the role has grown out of discussions that took place at the Global Conference on Sustainable Beef in Denver, US, in 2010, plus two other subsequent meetings in Australia under the ARSB umbrella.

Some of the beef industry’s heaviest hitters, including JBS, Cargill and McDonald’s, as well as Cattle Council and Queensland’s AgForce have been involved in the meetings.