MSA's 2020 future

21 January 2016

More than 35% of adult cattle processed each year are graded through Meat Standards Australia (MSA), and this is set to grow under a five year roadmap to create more value for the whole supply chain.

Michael Crowley, MLA’s Program Manager for Eating and Carcase Quality Integration, said the strong adoption of MSA in the past five years and consistent compliance, combined with the development and introduction of myMSA and the MSA Index as carcase feedback tools, set the scene for the new MSA five year strategic plans.

The plans, approved by the MLA Board in December, have been developed in conjunction with industry through the MSA beef and sheepmeat taskforces.

Michael said the plans set out strategies to 2020 and include:

  • working with MSA brand owners to drive the integrity of the program
  • creating opportunities to utilise and add value to more cuts from MSA-graded carcases, with particular focus on non-loin cuts to meet the needs of global customers
  • working with supply chains to support producers to meet company and MSA specifications and capture more value on-farm
  • positioning MSA as a quality mark which underpins beef, lamb and sheepmeat brands in domestic and global markets
  • investing in research and development to predict the eating quality of a greater percentage of the national herd
  • refining myMSA as a useful carcase feedback and benchmarking tool to guide on-farm management and marketing decisions.

Information:

Michael Crowley E: mcrowley@mla.com.au
Meat Standards Australia: http://www.mla.com.au/Marketing-beef-and-lamb/Meat-Standards-Australia

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