Create more value. Capture more value. Share more value.
The VBM Hub brings together practical insights, tools and industry initiatives that help red meat businesses, technology partners and other service providers understand what customers and consumers value, respond to clearer market signals and capture more value. Explore the five VBM work areas to find resources relevant to your part of the value chain.
Explore the VBM Roadmap
Start with what matters to you: understand consumer and customer demand; develop or scale products and brands; improve value-chain data and collaboration; build capability; or connect products with target markets.
Uncover the five connected work areas that turn consumer and customer insights into products, capability, stronger value-chain collaboration and market value.
Market insights
Objective
Generate consumer insights to guide product design and marketing.
Focus
Research current demand, anticipate emerging needs and translate insights into opportunities for Australian red meat.
Resources and support
Find relevant tools, case studies, project updates and opportunities to participate.
Product leadership
Objective
Use market insights to scale successful red meat products and brands and develop new offerings that respond to customer and consumer demand.
Focus
Drive innovation that delivers products and brands customers and consumers value. This includes scaling successful offerings and developing new products for identified market opportunities.
Resources and support
Value chain enablement
Objective
Improve information flow and collaboration to support growth of new and existing products and enable innovative technologies.
Focus
Ensuring clear market signals and red meat businesses are rewarded for delivering what consumers and customers value. This includes prioritizing better data flow between value chain participants so insights and value can be shared more effectively.
Capability building
Objective
Build industry capability to design and implement innovative technologies and practices.
Focus
Deliver training, workshops and demonstration projects to build industry capability. This includes driving the adoption of tools that integrate genetics, management and market data on valuable credentials such as eating quality and meat yield.
Realising value
Objective
Unlock opportunities that capture value from target markets.
Focus
Capture value through targeted marketing initiatives developed with brand owners, exporters and retailers. These collaborations build awareness of and preference for Australian red meat and co-products in priority markets.
Projects and partnerships
VBM is being delivered through collaboration across the red meat value chain. Learn more about current research and development initiatives, and explore current opportunities to contribute to research, pilots, demonstrations and industry consultation.
Get involved
Contact dmcnicholl@mla.com.au to:
Stay informed
Subscribe to VBM news, events, opportunities, and Roadmap updates.
Use available resources
Access tools, insights, training and implementation guidance.
Join an activity
Participate in a workshop, demonstration, pilot or value-chain trial.
Become a partner
Work with MLA on product development, technology adoption, data sharing, capability, or market activation.
Share an opportunity
Submit a business challenge, market opportunity, technology, or proposal.
Provide Roadmap feedback
Comment on priorities, implementation pathways, and measures of success.
Partnership and submission pathways should visibly reinforce the roadmap collaboration principles: transparency on intent and benefits, clarity about industry-led versus MLA-enabled activity, respect for different business models, and protection of confidentiality and commercial sensitivities.
