Jason Strong to lead Meat & Livestock Australia

Beef Central, 07/02/2019

Jason Strong 

MEAT & Livestock Australia (MLA), the research, development and marketing service provider for the Australian red meat and livestock industry, has today announced the appointment of Jason Strong as Managing Director.

MLA Chair Dr Michele Allan said the MLA Board unanimously supported the appointment.

“The MLA Board is extremely confident that Jason will make an outstanding contribution to MLA and will continue to foster the prosperity of our industry on behalf of the red meat producers we serve,” Dr Allan said.

“He returns to MLA with comprehensive red meat and livestock experience, knowledge and connections – from the farm through to the end consumer – in both domestic and international markets.”

Mr Strong is a well-recognised and respected senior executive with extensive skills in commercial and industry business management and administration, supply chain development, meat science and grading, genetics and marketing.

“Importantly, Jason has significant on-farm experience meaning he has a unique understanding of what is expected from MLA on behalf of levy payers. He is focused with a passionate commitment for our industry,” Dr Allan said.

“With a proven track record in building strong teams and developing business opportunities in a number of key markets and corporate environments, Jason was the standout candidate for this highly coveted position.”

Mr Strong said it is an exciting time to be returning to MLA, with many opportunities for the red meat industry.

“I am looking forward to working with MLA’s Board, staff, red meat producers and the broader industry to make certain we are best positioned to respond to the challenges and opportunities ahead,” Mr Strong said.

“I want to ensure MLA’s current programs and projects continue to deliver value, but also identify and implement what is required for the future success of the red meat industry.

“Having previous experience with MLA, both within the organisation and as an external partner, I understand the workings and responsibilities of our industry research and marketing service company. I also appreciate the responsibility MLA has to meet the expectations of red meat producers and broader industry.

“Since MLA’s formation 21 years ago, our industry organisations have evolved in response to our growing and dynamic industry. However, the responsibility for MLA to deliver on the current and planned programs and projects remains.

“While many red meat producers and others in the value chain are currently facing tough conditions, MLA will continue to do everything it can to support and enhance the success and global competitiveness of Australia’s red meat industry.”
Dr Michele Allan also thanked Andrew Ferguson, CFO of MLA, for acting as Interim Managing Director for four months while the executive search was underway.

Mr Strong will commence in the role on Monday 1 April 2019.

Statement from Smithfield Cattle Co

“Smithfield Cattle Company congratulate Jason on his appointment as Managing Director of Meat & Livestock Australia. We are thankful for his valuable contribution to the Smithfield team and look forward to maintaining our long-standing relationship with him into the future. Andrew Shearer-Smith has been appointed as CEO of the Smithfield group of companies ensuring a smooth transition and continued momentum for current and planned projects.”

Jason Strong – Industry Experience

Most recently, Mr Strong was Chief Executive Officer of Smithfield Cattle Company, a leading family owned feedlot and cattle supply business. Prior to this he was Managing Director with AA Co during which time he led its evolution into a vertically integrated supply chain company, achieving an impressive increase in beef sales, company revenue and profit margins for the benefit of its shareholders.

Mr Strong has also represented industry as MLA’s regional manager in Europe and Russia. He was also responsible for the expansion of the Pfizer (now Zoetis) DNA technology business into new key international markets.

He made a significant and early contribution to the development of the Meat Standards Australia (MSA) program and has owned a number of meat retail outlets giving him a unique perspective into consumer demand for high quality and consistent red meat produced in sustainable and high welfare systems.

Mr Strong is also the current Chair of the EU and UK Red Meat Market Access Taskforce and is the past Chair of the Australian Beef Industry Foundation. He also spent 17 years managing and coaching the Australian Inter Collegiate Meat Judging Team.

He is also experienced at agri-politics and industry advocacy through his involvement with the Cattlemen’s Union of Australia as a councillor, New South Wales State Chairman and National Vice President.

Source: MLA – more detail to follow


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  1. Charles Cropper, 08/02/2019

    Must correct the statement attributing the problems at AACO (Australian Agricultural Company) to Jason. The decision to build Livingstone Abattoir which destroyed $100 million plus of capital plus many millions of operating losses was the decision of his predecessor David Farley and chairman Don McGauchie who, amazingly, is still in the job. Good to see Jason has well and truly moved on. Meanwhile the poor performance of AACO seems to suit AACO major shareholder Tavistock (Joe Lewis) as he takes advantage of the depressed share price to add to his 47 per cent ownership – up to 3 per cent every 6 months allowed under Corporations Law.

  2. Bim Struss, 08/02/2019

    Congratulations Jason and MLA. Great to have somebody to fill Richard’s shoes with dirt between his toes.

  3. Ross Wilson, 08/02/2019

    Right man, right job, right time, the industry needs your skills.

  4. David Pethick, 08/02/2019

    Great news – well done mate

  5. Keith Adams, 08/02/2019

    Congratulations Jason and the MLA board, it’s good to see someone with hands on experience in so many industry sectors in this important role.

  6. Chris Wyhoon, 08/02/2019

    Wow Jason, the ‘piece de resistance’!I’ve watched your journey for heck, 25+ years, maybe more? It was almost your destiny to come (back) to MLA, and every venture along the way playing a deliberate part in your journey. The breadth and depth of experience combined will be formidable, and hopefully your grass roots beginnings will ring a bell for our members. I wish you the best of luck. Regards, Chris.

  7. Eric Huang, 08/02/2019

    Congratulations Jason!All the best for Chinese New Year!

  8. James Walters, 07/02/2019

    Congratulations Jason….Well deserved with a great future ahead!

    Regards, James

  9. David Gardiner, 07/02/2019

    Well done and the is in good hands with you at the helm
    David Gardiner

  10. Tim Lloyd, 07/02/2019

    Well done Jason it has been a long road and you have walked every step never shirking or catching a free ride!
    You have earned it and will make a great contributution in your own style.
    You are one person who I trust will never forget the grass roots.

  11. Ross Peatling, 07/02/2019

    Congratulations Jason & well deserved

  12. Teresa Allen, 07/02/2019

    Congratulations Jason, excellent

  13. John Spreadborough, 07/02/2019

    Congratulations Jason.

  14. Michael VAIL, 07/02/2019

    A Hearty Congratulations … well deserved … and there’s shoals ahead … so we’ll need a firmer grip on the tiller, Jason 😊

  15. David Crombie, 07/02/2019

    Well done Jason
    Regards David Crombie

  16. Meldie Wreford, 07/02/2019

    Congratulations, Jason. All the best.

  17. Anastasia Fanning, 07/02/2019

    Congratulations Jason.
    What a wonderful opportunity in your very interesting career.

    All the best.

  18. John Gunthorpe, 07/02/2019

    Thanks Jason for agreeing to take up the challenges and opportunities in this demanding role. Good to see that the board this time appointed a person to the role with strong meat industry experience. You will need to work closely with the restructured Cattle Council to ensure grass-fed cattle producers levies are better managed in the future. You should also stop CCA managing MLA projects. This conflict of interest seriously weakens their advocacy role. We look forward to working with you.
    Australian Cattle Industry Council

  19. Lachlan Bowtell, 07/02/2019

    Congratulations Jason


    Lachlan Bowtell

  20. bert mann, 07/02/2019

    Really? This is the same bloke that ran AA Co. into the ground?

  21. Rod Cox, 07/02/2019

    Congratulations Jason.

    Kind Regards

    Rod Cox

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