MEAT & Livestock Australia’s new managing director Michael Crowley has well and truly got his feet under the desk since kicking off in his new job in late May.

Many in the industry got their first insight on Mr Crowley’s take on the industry service delivery company’s future direction in an address to the Queensland Rural Pres Club last month.

One of his key visions, shared in this podcast episode with host Kerry Lonergan, is to see Value-Based Marketing embedded within the Australian beef industry, delivering performance-based payments to producers that factor in meat yield, as well as meat quality and carcase traits.

He also highlights the importance of the industry’s upcoming Red Meat five year strategic plan, charting the industry’s priorities out to 2030, and shares some insights into consumer behaviour regarding red meat purchasing, during tighter economic times.

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