How we deliver
MLA delivers marketing, research and development on behalf of cattle, sheep and goat levy payers through six business units and two subsidiary companies.
Business unit: Research, Development and Adoption
General Manager: Michael Crowley
Roles and responsibilities: The Research, Development and Adoption team delivers research, development and adoption activities, both on- and off-farm. These activities serve to boost the productivity, sustainability and profitability of the Australian red meat industry. The scope of work within the team includes:
Investment areas include:
- on-farm environmental sustainability
- livestock productivity
- animal health and welfare
- beef and sheep genetics and genomics
- the feedbase
- coordination of the industry’s regional consultation process where producers and other industry stakeholders identify key research priorities.
Investment areas include:
- the Meat Standards Australia (MSA) program
- off-farm environmental sustainability
- climate variability
- processing efficiencies
- meeting market specifications
- food safety
- increasing demand for red meat through pioneering new tools
- supporting the livestock export industry to meet regulatory requirements to grow sustainably.
Subsidiary Company: MLA Donor Company (MDC)
Roles and responsibilities: A wholly-owned subsidiary of MLA, MDC accelerates innovation across the value chain so the Australian red meat and livestock industry can remain competitive on the world stage.
It does this by attracting commercial investment from individual enterprises and others that share a mutual interest and matching these with Australian Government funding to invest in innovation that will benefit the industry.
Subsidiary company: Integrity Systems Company
Chief Executive Officer: Dr Jane Weatherley
Roles and responsibilities: A wholly-owned subsidiary of MLA, the Integrity Systems Company is responsible for delivering the red meat and livestock industry’s traceability and quality assurance systems: the Livestock Production Assurance (LPA) program, National Vendor Declarations (NVDs) and the National Livestock Identification System (NLIS).
These systems and on-farm practices reinforce the reputation of quality Australian red meat product and instil confidence in our trading partners and consumers.
The Integrity Systems Company is also responsible for driving MLA’s Digital Value Chain Strategy to seamlessly capture, integrate and interpret the vast and increasing range of data being generated through new technology across the value chain.
Business unit: International Markets
General Manager: Andrew Cox
Roles and responsibilities: The International Markets team is responsible for favourably positioning Australian red meat in global markets by promoting its superior product integrity and positive image through the True Aussie brand.
The International Markets team works in two key areas:
- improving and defending market access by supporting trade liberalisation and removing technical trade barriers
- growing demand for Australian red meat through delivering business development and brand building activities.
Business unit: Central Marketing and Industry Insights
General Manager: Lisa Sharp
Roles and responsibilities: The Central Marketing and Industry Insights team delivers world-class data and insights, marketing strategies and communications for the Australian red meat industry, both domestically and around the globe.
It provides data and insights to decision makers across the red meat supply chain about the purchasing, eating and cooking habits of shoppers and consumers, as well as domestic and global food trends. This work underpins MLA’s strategic and seasonal marketing campaigns in the domestic market.
Business unit: Strategic Communications and Corporate Affairs
General Manager: To be appointed
Roles and responsibilities: The Strategic Communications and Corporate Affairs team assists MLA to foster industry prosperity by ensuring that MLA’s marketing, research and development products and services are known and accessible to levy payers and stakeholders.
It also seeks to build confidence in the industry, ensuring the community understands the contribution the industry makes and supports its operation.
Business unit: Corporate Services
General Manager: Andrew Ferguson
Roles and responsibilities: The Corporate Services team provides operational support services across the spectrum of MLA activities and operations.
Key responsibilities include:
- financial planning and forecasting
- accounting and reporting
- information and communications systems
- office services.