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: Producer Consultation and Adoption
General Manager: Michael Crowley
Roles and responsibilities: The Producer Consultation and Adoption team delivers research and development to producers and drives on-farm adoption to help boost production and profitability.

It also manages MLA’s investment in Meat Standards Australia (MSA), beef and sheep genetics and genomics, animal health and welfare, livestock productivity and the feedbase. It also coordinates the industry’s regional consultation process where producers and other industry stakeholders identify key research priorities.

The Producer Consultation and Adoption team uses both levy and commercial income streams through MLA Donor Company to deliver research programs, innovation and new technology.

Business unit: Research, Development and Innovation
General Manager: Sean Starling
Roles and responsibilities: The Research, Development and Innovation team develops and implements cutting-edge strategies to increase the profitability and sustainability of the red meat industry.

Its scope of work includes food safety, the environment, climate variability, processing efficiencies, meeting market specifications, positioning red meat value chains for future growth, increasing demand for red meat through pioneering products and processes and new tools, techniques and technologies.

The Research, Development and Innovation team uses both levy and commercial income streams through MLA Donor Company to deliver research programs, innovation and new technology.

Subsidiary CompanyMLA 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 to co-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: Michael Finucan
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 three 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
- supporting the livestock export industry to meet regulatory requirements to grow sustainably.

Business unit: Communications, Marketing and Industry Insights
General Manager: Lisa Sharp
Roles and responsibilities: The Communications, 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. 

The team also clearly communicates the strategic direction of the organisation and the value of levy investments to producers and the wider industry.

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
- evaluation
- information and communications systems
- office services.

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