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Back to Marketing beef & lamb

Foodservice and retail

As retailers and foodservice operators have a strong influence on consumer meal decisions, it is necessary to encourage and support the evolution of red meat retailing and menu innovation. MLA's retail and foodservice programs aim to increase industry standards in areas such as:

  • Food safety
  • Food presentation
  • Red meat quality
  • Customer service
  • Staff knowledge

In addition to this the program seeks to increase carcase utilisation and grow the use and awareness of Meat Standards Australia.

How MLA supports retailers & foodservice operators to drive consumer demand for Red Meat

Retailers (Grocery & Butcher Channels)

  • Identify drivers of shopper demand
  • Application of Category Management principals to deliver commercial outcomes by growing Red Meat.
  • Marketing initiatives brought to life at point of purchase
  • Application of insights to influence purchase choice of Red Meat
  • Create inspiration for Healthy Meals with Red Meat
  • Increase carcase utilization and create awareness of MSA
  • Optimize presentation of Red Meat at point of purchase
  • Support & foster sustainabile off-farm supply chain initiatives
  • Lead and manage the Australian Butchers Guild (ABG) program designed to initiate knowledge sharing and improvement in business practices amongst retail butchers


  • Build Red Meat knowledge and cooking skills amongst industry professionals through Masterclass Programs
  • Create menu innovation and NPD support
  • Curation of Rare Medium program to spotlight latest trends, producer / chef integration and paddock to plate practice.


Scott Cameron
National Customer Development Manager
P: 0411 680 500

Trade marketing contacts



Graeme Yardy
Domestic Market Manager

Phone: 02 9463 9255

Sam Burke
Business Manager - Foodservice/Corporate Chef

Phone: 02 9463 9303
Mobile: 0413 150 808

Doug Piper
Business Manager - Retail/Corporate Butcher

Phone: 02 9463 9358
Mobile: 0411 680 504

Mary-Jane Morse
Trade Content & Communications Manager

Phone: 02 9463 9263
Mobile: 0409 290 052

Elisha Moran
Shopper Activation Manager, Domestic Marketing

Phone: 02 9463 9188