IN MARKET GROWING DEMAND MARKET FOCUS m ADDING VALUE IN VIETNAM MLA has worked to develop the skills of staff in Vietnam processing plants. Vietnam has become capitalise on the potential to value‑add“MLA’s strategy in Vietnam aims to Australia’s second largest to beef during processing, which limits‘disrupt’ these supply chain models live cattle market in justabattoir and supply chain profitability.by addressing barriers to change,” five years, presenting Michael said. “Vietnam is one of the world’s some unique challenges – and fastest‑growing economies, with a “This includes maintaining Australia’s opportunities – along the way. rapidly increasing middle class of competitiveness in the face of consumers, continued urbanisation andincreasing global competitors by Amid consumer concerns around food supporting Vietnamese processors to safety a danimal welfare, MLA works modernisation, and a stable one‑party n transition to modern slaughter practices, alongsideimporters and processors Government. regulation and distribution.” in Vietnam to create value for both“Vietnamese consumers are also theVietnamese and Australian beef evolving and if the Australian livestock supply chains. export industry isn’t positioned to DrMichael Patching(pictured), MLA’scapture their demand for quality, Managerof Livestock Services in AsiaAustralian beef could be replaced by Pacific, has been based in Vietnamcheaper or less regulated products since 2015,ng nations,” Michael said.from competijust after Australia started exporting live cattlethere in 2014.This is one aspect where MLA is He’s seen Vietnam evolve from a focusing activities and achieving clear fragmented market, but says the outcomes for the Australian live export traditional supply chain still doesn’t fullysupply chain. 48