Understand the market and identify key usages and occasions for red meat RTC and RTE products;

Develop and enhance procurement capabilities and understanding of the red meat supply chain and carcass  utilisation/returns for value adding;

Direct New Product Development resource towards red meat products;

Undertake consumer research to determine optimal packaging and messaging to execute these initiatives; and

Undertake extensive R&D to ensure product quality and safety was demonstrated to the targeted market channels with key enabling technology platforms described when applied to red meat