In this week’s episode of The Weekly Grill, host Kerry Lonergan wraps up the year with Meat & Livestock Australia Managing Director Mick Crowley. They chat about MLA’s progress in year one of its five-year strategic plan, where the industry is up to in value-based marketing initiatives, and consumer campaigns. They also discuss protein trends, the successful lamb campaign, domestic consumption shifts, and efforts to promote red meat as a healthy, minimally processed protein choice.

The episode also covers trade challenges and opportunities — including China’s quota and tariffs, surging US demand, and growing markets like Canada and Southeast Asia — plus MLA’s evolving stance on emissions targets and technology adoption to improve productivity and sustainability.

MLA managing director Michael Crowley

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