IN BRIEF Meet the new MD J ason Strong started his new With that comes a sophisticated Q: Where does MLA fit into the role as Managing Director approach to the development of industry structure reform process of MLA on 1 April. Here, he markets and being able to supply currently underway? speaks with Feedbackabout the highest value, most discerning Industry structures are quite different the opportunities and challenges consumers around the world. now than they were 20 years ago. Q: And what are the industry’s MLA has been successful over the past ahead for both the industry and 20 years in delivering the right services for MLA. big challenges? and in the support it provides. Some of what we face is in how we Q: Why did you apply for the MD role? compete and some of it is in how However, it’s appropriate to continually I’ve had experience with MLA through we produce. ask: is it fit for purpose going forward? Meat Standards Australia and as a regional manager in Europe, so I had an Once we go down a path of taking MLA has already committed to ongoing idea of its operations as an organisation.a ‘supply chain view’ of the world, service and support of industry and, I also have a taste for – and real affinityoperationally we end up with the need regardless of what structure emerges, for – wanting to do things that could haveto guarantee continuity of supply that commitment won’t change and it’s a positive impact on the broader industry.and consistency of product in an at the core of our organisation. environment where we have droughts, Q: Do you have a strong appetite for My lifetime has been committed to the floods and many other challenges. red meat industry and I’m attracted change within MLA? to the opportunity to have a positive At the broader level, climate variation, There’s always a danger of coming influence further afield and to be advocacy and community engagement, into an organisation with a desire to involved in something that helps all. and alternative and competing proteins make change. are presenting big tests. We need to There is so much about MLA that is Q: What are you most looking remain current and in‑demand in an forward to in this role? environment that continues to evolve. obviously very good. Furthering the extension and Every industry organisation will have its application of a lot of work already Q: How can MLA better position itself detractors; however, there’s plenty of done. Some of the initial programs to assist industry to manage those evidence MLA is in good shape, has set I’ve already seen being rolled out to opportunities and challenges? a high standard in its programs and has producers are very exciting and driving We’re in the midst of one of the most good people. that will be a critical component of critical times for MLA, with reviews of MLA’s future. performance and the effectiveness of So without being naïve about the industry structures. challenges, my starting position is to Q: What’s been the most valuable focus on the positives. ■ lesson you’ve learned during your Twenty years on from the inception time in this industry? of the way the red meat industry is There’s a significant amount of value to governed, it’s the appropriate time to be created and gained in this industry have that assessment. if we can find better ways to work Regardless of outcome, however, MLA together through the supply chain. still has to ascertain how to best assist I understand and appreciate the and support the industry. Some of that commercial challenges in doing that, will be around spending money on but I can’t emphasise enough there are innovation, research and development, big gains to be made. and making sure we have the next best available system and tools for Alongside that, we should also have a producers. Some will be around how focus on minimising ‘value leakage’ – we position and market the product to which occurs a lot due to the nature of the global consumer. how sectors do or don’t work together. Q: What are the most promising MLA must always opportunities for Australian red meat? be the support Creating and capturing supply chain mechanism to benefits. We should not shy away from an ambition like doubling or tripling our allow producers supply chain margins. to respond to Prosperity will lie in realising the opportunities and substantial investments already made in be better prepared better understanding and getting closer to the consumer and in technology. for challenges. Once we do that, making sure our product has access to the best customer will be the key. 4