Insights into action

Here Red Meat Round-Up talks with MLA’s National Category Manager, Jeffrey Ng, to find out more about his role and his work in keeping red meat on consumers’ plates.

Q: What does your role involve?

A: It’s about turning insights into action by building demand for red meat, with the consumer at the heart of all MLA’s retail initiatives and programs. We’re the voice of the customer, and have the challenge of finding common goals across brands, suppliers, retailers and most importantly, shoppers.

Q: What do you believe are the key opportunities for the red meat industry right now?

A: I’m always fascinated in observing consumers at the point of sale when purchasing fresh meat. There’s often both a degree of engagement and indecision when purchasing red meat. What’s perplexing is the level of information available to consumers in the form of recipes, meat cuts and varieties has never been more available and accessible, yet shoppers still stand in front of the meat counter undecided and worst of all, walk away empty handed.

I believe if we can unlock this opportunity at the last few metres of the meat counter, we would enjoy more sustainable growth for the entire red meat sector.  

Q: What’s the best part about your job?

A: I’m always motivated by innovation. Not just product innovation, but with innovation in the way we do things, how we market and how we retail. I’m always curious about future trends in consumer behaviour and challenging how we must re-invent ourselves to be a step ahead of competitors.

Q: What’s your favourite red meat meal?

A: Nothing beats the simplicity of a grilled medium-rare cooked scotch fillet, well-seasoned with some in-season greens on the side.