2020 MSA Case Studies

Summary

As outlined in the 2020 MSA Communications Plan and the 2019-20 MSA Beef and Sheepmeat Implementation Plans, this project was initiated to demonstrate the value of the MSA program and address the insights/needs of each stakeholder group through development of written case studies and other engagement resources.
The project was adjusted to facilitate case studies as well as other resources such as short FAQ articles answering specific and common questions received from MSA producers with the goal of reducing call volume and increasing producer capability of interacting with myMSA.

Objectives

This project aimed to:

• Increase engagement with carcase feedback and benchmarking systems for beef to enable producers to better meet customer specifications.
• Utilise insights from carcase grading data to identify key issues and opportunities for specific regions and seasons.
• Improve average national beef herd eating quality as measured by MSA Index
• Increase producer registrations.
• Increase producer use of myMSA for feedback by 10% in number of visits and 20% in number of producers.
• Reach four beef supply chains using USDA PVP.
• Support three new commercial foodservice accounts utilise MSA to make fit-for-purpose meal solutions with volumes of beef purchased measured following MSA training.
• Improve sheepmeat compliance to MSA specifications.
• Increase in sheepmeat producer registrations.

Benefits to industry

The project communicated the value of the MSA program and outlined how producers can improve their eating quality outcomes. It may also have contributed to growth in participation in the program.