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Feasibility analysis of global commercialisation of Meat Standards Australia

Project start date: 19 August 2019
Project end date: 24 February 2021
Publication date: 23 June 2021
Project status: Completed
Livestock species: Grain-fed Cattle, Grass-fed Cattle
Relevant regions: National


The purpose of this project was to determine whether it is feasible to commercialise the Meat Standards Australia (MSA) beef eating quality program globally, following growing international interest.

Extensive consultation was carried out with supply chain stakeholders, which informed the development and refinement of the business models along with industry value proposition, accounting for risks and benefits of each scenario. Importantly, the intended outcome from the business models aimed to maintain Australia’ position as a global leader in eating quality standards, research and commercial trade, without compromising Australia’s position in market value and competitive advantage.

Key findings

Three potential business models were developed with consideration of stakeholder feedback.

Benefits to industry

The project considered how industry would benefit from furthering Australia as a global leader on red meat-eating quality, potential, potentially develop new revenue streams, gain new consumer insights and analytics whilst protecting Australia’s 25 years of research investment into MSA by staying ahead of the competition.

MLA action

The findings from the investigation and recommendations will be presented to the MLA Beef Taskforces for comment and consideration of the next steps.

More information

Contact email:
Primary researcher: Greenleaf Enterprises