New MLA domestic market manager Graeme Yardy

MEAT & Livestock Australia has appointed former Horticulture Innovation Australia marketing lead Graeme Yardy to the position of domestic market manager.

Yardy will start at MLA in early January 2018, and replaces former MLA manager Andrew Howie, who has taken a position at Westpac.

MLA said Mr Yardy is well-credentialed to take on the key role within MLA, bringing a wealth of consumer food marketing, category management and account management experience in Australia and overseas.

In his most recent position as marketing lead for Horticulture Innovation Australia, Mr Yardy led the team responsible for all parts of the marketing mix, delivering highly effective, integrated large scale campaigns for Australian mushrooms, bananas and avocado with major retailers. He also led the team responsible for driving consumer insights across HIA and has been pivotal in sharing these with industry participants.

MLA said prior to the HIA role, much of Mr Yardy’s career has been with Mars Foods, including brands such as Masterfoods, Uncle Bens, Dolomio Pasta Sauces and Kan Tong. His positions at Mars have included marketing director for Mars Foods Canada and marketing manager at Mars Foods Australia, with responsibility for strategy, execution and full profit and loss delivery across all sales channels.

During his HIA tenure, Mr Yardy worked on a wide range of consumer marketing and category management initiatives and he has a wealth of experience in developing creative for execution both above and below the line, MLA said.

Earlier in his career, Mr Yardy has also held marketing management, brand management and account management positions with Wrigley Pacific, Johnson & Johnson and Kraft Foods.

MLA said Mr Yardy will report to MLA chief marketing & communications officer Lisa Sharp as part of the communications, marketing and industry Insights team.

Source: MLA.