MLA’s global market access and intelligence services boosted

28 June 2017

Meat & Livestock Australia (MLA) is increasing its support for international markets, allocating more resources to the key program areas of global market access and market insights.

The changes include a number of key appointments and enhancements to MLA’s global data collection and reporting to further enhance MLA’s support of the Australian Government’s efforts to open up new markets for Australian red meat and livestock.

MLA’s existing investment in market access includes a network of key relationships around the globe, maintained in Australia and overseas by MLA’s international business managers.  

Within that team, MLA’s Global Manager, Trade and Market Access, Andrew McCallum, has been joined by Mary Johnson in the newly created position of Assistant Manager, Trade and Market Access. The appointment bolsters the key role played by MLA in coordinating research into reducing market access barriers and developing industry position papers for government.

“Providing the Australian Government with credible research into access issues and delivering  coordinated industry positions on key issues is critical for positioning our industry in trade negotiations and for guiding in-market activities in what has become an increasingly complex and uncertain environment,” Michael Finucan, MLA’s General Manager, International Markets said.

“A prime example is the role MLA plays in coordinating the industry taskforce’s agenda to drive Australia’s EU and Brexit strategies. This means our industry has a common position which, in turn, provides MLA’s Europe office with clear guidance on how to deliver tactical responses in-country.

“Working alongside Mr McCallum, Ms Johnson’s role will ensure our stakeholders are engaged in strategy development and industry is fully informed of progress and new developments.”

In addition to Ms Johnson’s appointment and to further strengthen MLA’s response to the United Kingdom’s (UK) ‘Brexit’ decision, MLA has up-weighted its UK team to include a communications specialist.

“Being permanently based in-market and working hand in hand with the Australian Government gives our red meat industry a significant advantage over other commodity groups – we’re able to keep red meat front of mind with our embassy staff and help drive strategic trade reforms such as free trade agreement negotiations,” Mr Finucan said. 

“MLA’s overseas team also has close working relationships with key overseas government bodies, meaning key issues like Middle East shelf life and China cold chain access are able to be progressed through in-country consultation and communication directly with overseas government bodies.”

A third new appointment by MLA will see Natalie Isaac take on the role of Global Manager, Industry Insights and Strategy. Natalie joined MLA from Coca Cola in February 2016 to head up the Global Research and Insights team and has a background in commercial analysis, category strategy and research.

In her expanded role, Ms Isaac will now lead MLA’s global data collection and reporting, global market intelligence and global research team.
MLA’s Chief Marketing and Communications Officer Lisa Sharp said MLA was continually improving its market reporting and market insights and Ms Isaac would lead further enhancements of MLA’s prices and markets reports to increase both the type and speed of available data while allowing users to better customise reports and undertake analysis.

“We also plan to continue to further integrate demand data with MLA’s beef and lamb projections, recognising the importance of sharing both global supply and demand drivers with stakeholders,” Ms Sharp said.

Other key projects for MLA’s Global Industry Insights and Strategy team in the year ahead include:

  • An expanded global consumer survey covering 10 markets that measures consumer awareness, consumption and attitudes towards Australian beef and lamb versus other imports and popular proteins.
  • Increased understanding of the Foodservice channel across 10 markets, providing valuable insights into where consumers purchase premium beef and lamb.
  • Further investment in retail insights across global markets, identifying the key retail players by market.

In addition to new projects, MLA is focusing on how best to communicate data and insights with industry.

MLA’s global market access, global market insights and international marketing activities are a jointly funded MLA/Australian Meat Processor Corporation program.

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