MSA Eating Quality Forum

Watch key MLA staff provide insights into new developments in MSA and how MLA intends to support producers to improve eating quality and open further opportunities.

MSA and the global beef market, Richard Norton, Managing Director, MLA

Richard provides insight into the role MLA plays in addressing industry’s challenges and how  MLA delivers value back to levy payers through MLA activities in our global markets.

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MLA‘s 2016 cattle industry projections, Ben Thomas, Manager, Market Information and NLRS

Ben provides an update on MLA’s projections for the beef industry in 2016 and insight into the  challenges and opportunities in the year ahead for the beef market.

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MSA: The next 5 years, Michael Crowley, Program Manager – MSA

Michael provides an update on the progress MSA has made in the last 5 years and focuses on the plan for MSA over the next 5 years and what is in store to continue to drive the adoption and value of MSA to the beef industry.

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Benchmarking eating quality in Australia Sarah Strachan, MSA Operations Manager

Sarah launches and explains the inaugural Australian Beef Eating Quality Audit Report. This is a project MLA has undertaken to establish some benchmarks on the performance of the cattle herd with regards to eating quality and compliance to MSA requirements.

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Research programs assisting MSA producers, Jessira Perovic, Eating Quality Analytics

Jessira shows examples of how MLA has invested and intends to invest into Research & Development projects that will have benefits to MSA producers.

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Transformational technologies for the Australian beef industry, Dr Alex Ball, General Manager, Red Meat Innovation

Alex provides an insight into the future of carcase grading using emerging technologies as well as the developments of value based pricing program and how this might impact on the industry into the future.

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From insight to strategy and execution growing demand for Australian red meat, Richard Norton, Managing Director, MLA

Richard explains how MLA is using consumer insights to determine the most appropriate investment and strategy for marketing beef and lamb in Australia and around the world.

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