IN MARKET GROWING DEMAND Behind Australia’s first carbon neutral brand Oand oldest cattleMLA consumer insightsne of Australia’s largestproducers has drawn onaccess to the latest data to understandoverseas consumer and market trends,buying patterns and associated riskswithin various markets,” James said.“People increasingly want produce thatnot only delivers the highest‑qualityeating experience but respects theiraffinity for environmental and animal to launch the country’s first MLA and NAPCo also joined forces care,” he said. carbon neutral brand. to create a ‘train‑the‑trainer’ program The branded program has added value in China, to equip NAPCo’s Chinese to activities NAPCo has been engaged Five Founders is a branded beef customers with the skills to sell in for 140 years, including owning cattle product from the North Australian Australian red meat to consumers. from birth to processing, taking great Pastoral Company (NAPCo), which care and pride in raising cattle, and manages approximately 200,000 head MLA Market Intelligence Manager of cattle across Queensland and the NT. Scott Tolmie said the work with NAPCo being responsible stewards of their is an example of how MLA provides land, people and communities. ■ All Five Founders cattle are produced insights to producers and processors from NAPCo‑born and bred cattle, to help them better understand their LESSONS allowing the company to offer a consumers and markets. LEARNED ‘whole‑of‑life’ advantage to ensure full traceability within their supply chain. “MLA gathers a broad range of Expanding market opportunities intelligence to provide data and insights NAPCo shares five ingredients to relating to the attractiveness of various developing a beef brand: Five Founders will be sold in NAPCo’s markets for the vast variety of Australian current markets – Australia, China and > Take time to research: invest in products,” he said. and make use of many sources Singapore – before a staged expansion to other markets. “MLA also conducts research around of data and insights. the world to better understand the > Set a strategy and stick to it: NAPCo engaged MLA through the consumer journey from planning to take the time to get this right CoMarketing Program to collaborate plate, and how Australia can meet and don’t deviate from your on domestic and export insights into consumer needs at all points along that core proposition. and trends in branded beef, markets journey.” and consumption. > Identify stakeholders to align with: Carbon neutral industry and business alignment NAPCo General Manager of Sales NAPCo went through a 12‑month is critical to future success. James Carson said partnering Australian Government accreditation > Set measurable milestones: with MLA’s CoMarketing Program process to be able to provide set clear objectives which allowed the company to launch Five consumers with a unique beef product, can be achieved in a Founders in the domestic market and has been officially accredited as reasonable timeframe. while simultaneously prioritising carbon neutral. international markets. > Commit to excellent execution: An independent national carbon do what you say you’re going to “This meant we could optimise the and energy management company do, every time. whole‑of‑carcase supply chain, calculates NAPCo’s chain‑of‑production extending distribution and brand carbon footprint from paddock to plate, awareness further in year one,” he said. then NAPCo purchases carbon credits NAPCo He said MLA’s regular market and approved by the Australian Federal E: info@napco.com.au consumer insights were an important Government to offset this. MLA CoMarketing part of the research phase of NAPCo Chief Executive Officer Phil E: comarketing@mla.com.au brand development. Cummins said the decision to pursue fivefounders.com.au “As the insights are updated on a regularcarbon neutrality was to meet the comarketing.mla.com.au basis it was very important to have desires of the modern consumer. 39