How we deliver

MLA delivers marketing, research and development on behalf of cattle, sheep and goat levy payers through five business units and two subsidiary companies.

Research, Development and Adoption 

General Manager: Michael Crowley

Roles and responsibilities: The Research, Development and Adoption team delivers research, development and adoption activities, both on- and off-farm. These activities serve to boost the productivity, sustainability and profitability of the Australian red meat industry. The scope of work within the team includes:

On-farm investment areas include:

• on-farm environmental sustainability
• livestock productivity
• animal health and welfare
• beef and sheep genetics and genomics
• the feedbase
• coordination of the industry’s regional consultation process where producers and other industry stakeholders identify key research priorities.

Off-farm investment areas include:

• the Meat Standards Australia (MSA) program
• off-farm environmental sustainability
• climate variability
• processing efficiencies
• meeting market specifications
• food safety
• increasing demand for red meat through pioneering new tools
• supporting the livestock export industry to meet regulatory requirements to grow sustainably.

MLA Donor Company (MDC)

Roles and responsibilities: A wholly-owned subsidiary of MLA, MDC accelerates innovation across the value chain so the Australian red meat and livestock industry can remain competitive on the world stage.

It does this by attracting commercial investment from individual enterprises and others that share a mutual interest and matching these with Australian Government funding to invest in innovation that will benefit the industry.

Integrity Systems Company

Chief Executive Officer: Dr Jane Weatherley

Roles and responsibilities: A wholly-owned subsidiary of MLA, the Integrity Systems Company is responsible for delivering the red meat and livestock industry’s traceability and quality assurance systems: the Livestock Production Assurance (LPA) program, National Vendor Declarations (NVDs) and the National Livestock Identification System (NLIS).

These systems and on-farm practices reinforce the reputation of quality Australian red meat product and instil confidence in our trading partners and consumers.

The Integrity Systems Company is also responsible for driving MLA’s Digital Value Chain Strategy to seamlessly capture, integrate and interpret the vast and increasing range of data being generated through new technology across the value chain.

International Markets

General Manager: Andrew Cox

Roles and responsibilities: The International Markets team is responsible for favourably positioning Australian red meat in global markets by promoting its superior product integrity and positive image through the True Aussie brand.

The International Markets team works in two key areas:

• improving and defending market access by supporting trade liberalisation and removing technical trade barriers
• growing demand for Australian red meat through delivering business development and brand building activities.

Communications

General Manager: Lucy Broad

Roles and responsibilities: The Communications team assists MLA to foster industry prosperity by ensuring that MLA’s marketing, research and development products and services are known and accessible to levy payers and stakeholders.

It also seeks to build confidence in the industry, ensuring the community understands the contribution the industry makes and supports its operation.

Marketing and Insights

General Manager: Nathan Low

Roles and responsibilities:The Marketing and Insights team delivers world-class data and insights and marketing strategies for the Australian red meat industry, both domestically and around the globe.

It provides data and insights to decision makers across the red meat supply chain about the purchasing, eating and cooking habits of shoppers and consumers, as well as domestic and global food trends. This work underpins MLA’s strategic and seasonal marketing campaigns in the domestic market.

Corporate Services

Chief Operating Officer: Andrew Ferguson

Roles and responsibilities: The Corporate Services team provides operational support services across the spectrum of MLA activities and operations.

Key responsibilities include:

• human resources
• financial planning and forecasting
• accounting and reporting
• evaluation
• legal, governance and risk
• information and communications systems
• office services.