L.MSA.2206 - MSA Business Development in Western Australia

Summary

The purpose of this project was to support the MSA implementation plan and five-year strategic plan through the identification and implementation of business development opportunities in Western Australia.

The further purpose was to protect Australia’s point of difference for MSA beef and sheepmeat:
- utilising MSA to identify eating quality segregation opportunities to reduce variability of product within brands
- supporting a global awareness and understanding of Australian MSA products and eating quality language supply chain practice change driven by consumer insights
- creating commercial opportunities to support brands to increase use of eating quality predictions for more of the carcase
- providing education and resources to support adoption of full carcase utilisation by meal destination
- supporting on-farm practice change decisions that are informed by understanding customer needs
- creating opportunities for commercial price signals to producers that are clear and assist in identifying practice changes required on-farm
- utilising MSA to showcase opportunities for natural, value-added meal solutions that remove consumer failures and provide appropriate price positioning.

Objectives

This project's objectives were to contribute directly to the deliverables within MSA annual implementation plans through:
- collaborating with the MSA Business Development team to identify opportunities for beef and sheepmeat in processors, brand owners, or supply chains in Western Australia in alignment with the MSA strategy and implementation plans and provide relevant technical support to facilitate adoption
- identifying and working with new stakeholders to adopt MSA to underpin their business
- assisting where required with existing accounts to extend the value of MSA in a business through value-adding exercises
- providing guidance to the MSA Business Development team to support account segmentation for Western Australian brand owners and processors so that team resources can be effectively prioritised for maximum impact
- supporting the MSA Retail Training Facilitator and MLA Product & Business Development Manager in the coordination and delivery of red meat masterclasses for food service companies in Western Australia
- assisting as required, with external enquiries for MSA and MLA demonstrations and services.

Key findings

While Western Australian processors were among some of the early adopters of the Meat Standards Australia program, the utilisation of the MSA program could be further improved through MSA business development working alongside processors.

Benefits to industry

The benefit to industry through this project was the increased business development in WA to grow MSA grading numbers and compliance rates.

MLA action

The Meat Standards Australia Business Development team worked on all opportunities identified through this project in Western Australia. This online summary will be published on the MLA R&D website.

Future research

Further research is required to further support identification of opportunities and through the identification and implementation of business development opportunities in Western Australia.