IN MARKET GROWING DEMAND FOODSERVICE: My proudest moments are working up a channel for conversation and Sam Burke with big QSRs such as The Coffee provides unique insights into Australia’s Club and seeing MLA’s dishes top restaurants. MLA Product & Business Development advertised on the menu board. Manager and Corporate Chef By influencing the influencers, we At the end of the day, producers don’t ensure red meat remains relevant. have the capacity to market their We raise its profile and we position product on the scale that MLA can. ourselves as the trusted source for Our job is to be the advocate for red meat information. producers to ensure we continue to Fostering the next generation of get red meat on menus, and I take it foodservice leaders is also a key pillar very seriously. of the Rare Medium program and we work with young chefs to ensure the Mary‑Jane Morse future of red meat on menus. MLA Foodservice Program Manager RETAIL: The foodservice sector is a powerful Elisha Moran MLA Master Butcher Kelly Payne and MLA’s indicator of global food trends and MLA Shopper Activation Manager Corporate Chef Sam Burke prepare beef at drives future retail and in‑home dining I work with our beef and lamb brand a MSA Good Food Masterclass. trends, so it’s essential we influence the influencers to ensure beef and teams to take the latest MLA consumer I’m MLA’s culinary ambassador for data and insights and use them to lamb remain on the plate now and into create sales‑boosting programs in the Australian red meat, which involves the future. retail sector. growing demand for our product across In January 2018, we launched the Rare the $5 billion foodservice industry. Medium e‑magazine to communicate There are big opportunities for red meat in the convenience space. These are the pubs, quick service directly with foodservice by engaging, Everyone is time poor and consumers restaurants (QSRs), hotels, commercial educating and inspiring chefs to are looking for ease and convenience catering companies, offices, boarding keep red meat relevant against when deciding what to have for dinner, schools, airlines, cruise ships, football competitive products. especially those Monday to Thursday stadiums, aged care – all the big end Each issue hosts a guest chef editor dinners when most people are looking users that shift substantial volumes and champions Australian beef and for easy everyday meals. of product. lamb from paddock to plate. The retail sector has the perfect A week for me could involve anything We’ve had 100,000 users since solutions to this problem: value‑added from designing menus to meeting with the launch and 1.5 million views of products, cooked meals, mini roasts large organisations to listen to their associated video content. We’re well and seasonal meal kits to suit each challenges with keeping red meat on on our way to reaching all of Australia’s customer base. My job is to work with menus, labour and cost of supply. Or, 300,000 chefs. retailers to bring these projects to I could be working in the MLA kitchen life and help our customers get the with corporate chefs or advocating red But it’s not just about educating chefs most out of Australia’s amazing beef meat at a field day or conference. – the Rare Medium program opens and lamb. ■ IN STORE Print campaigns Point of sale 47