MLA announces investment priorities for next four years

Beef Central, 27/06/2016


Meat & Livestock Australia launched its new Strategic Plan 2016-2020 today, which outlines its investment priorities for the next four years.

MLA managing director Richard Norton said the strategy will see MLA maintain “a relentless focus” on delivering real commercial outcomes for the industry’s beef, sheepmeat and goatmeat sectors.

Developed in collaboration with industry and the Australian Government, each of the priorities within MLA’s Strategic Plan falls within six “pillars” that include:

  1. Consumer and community support.
  2. Market growth and diversification.
  3. Supply chain efficiency and integrity.
  4. Productivity and profitability.
  5. Leadership and collaborative culture.
  6. Stakeholder engagement.

MLA Managing Director Richard Norton said the Strategic Plan sets clear targets for MLA to achieve by 2020 to underpin the growth and prosperity of the red meat and livestock industry.

“As an industry-owned service provider, MLA is charged with providing research, development and marketing services that deliver value to levy payers,” Mr Norton said.

“This new Strategic Plan sets out where MLA will be in 2020, the outcomes that will be achieved and the investment priorities over the years ahead that will deliver them.

“By 2020, MLA will be a truly global marketing and innovation company, generating higher returns for Australian red meat and livestock producers.

“MLA will also be the leading generator of commercial research and development outcomes, driving productivity gains and profitability across the value chain.

“The Plan acknowledges the need for continued community support and confidence in our industry, as well as the need to maintain industry’s success to date in increasing market access and reducing technical trade barriers.

“MLA’s Strategic Plan also identifies how we will continue to invest in research and development to improve efficiency and integrity across the value chain.

“Our recent performance review identified that MLA delivered a return of $6.20 for every dollar invested from industry levies and matching Australian Government contributions.

The Plan identifies the potential to generate more innovation outcomes for industry by leveraging more voluntary investment from commercial sources.”

Mr Norton said the Strategic Plan took account of industry trends and emerging issues, and aligned with both the Meat Industry Strategic Plan 2020 and the Australian Government’s science and research priorities.

“This Plan was not developed in isolation. MLA consulted widely and learned from the recent independent review of MLA’s performance,” Mr Norton said.

This Strategic Plan now informs MLA’s Annual Investment Plans, which outline MLA’s annual programs and the actions, key performance indicators and budgets for each. To view the full Strategic Plan, visit www.mla.com.au/strategicplan

Source: Meat & Livestock Australia


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  1. Ron Shaw, 27/06/2016

    Pillars are only any good if they rest on stable foundations!!
    What MLA planning is going into animal health and bio-security??
    How ready are producers, processors and exports for an exotic disease outbreak? What is our industry’s level of awareness? What proactive preparations are being/taking place? How well are we (as an industry) prepare to take action when it “does happen”? What MLA measures and industry based plans are there that are ready to react and contain not just exotic disease outbreak –> but Public + Government + Oversea buyer confidence in our cattle industry??
    Please don’t tell me “oh, that’s not part of our core business”, or that taking a proactive role is this area “doesn’t return $$$ on investment”, because that’s the WRONG answer!

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