Top beef producers set to be recognised in inaugural MSA Excellence in Eating Quality Awards

Some of Australia’s top beef producers will be recognised for their hard work, dedication and quality produce through the inaugural MSA Excellence in Eating Quality Awards.

The Awards will recognise those producers who have achieved outstanding compliance rates to the Meat Standards Australia (MSA) specifications, as well as high eating quality performance, as represented by MSA Index results for cattle MSA graded during 2014-15.

Under the awards, one ‘Producer of the Year’ will be crowned in each state from three finalists. 

MSA was developed by the Australian red meat industry to improve eating quality consistency.  The system is based on almost 700,000 consumer taste tests and takes into account all factors that affect eating quality from the paddock to the plate.

The MSA symbol, established in Australia, is now used globally to underpin beef and lamb brands and is synonymous with quality. The MSA program returned on average an additional 33c/kg above non-MSA prices to cattle producers in 2014-15, with more than 3.22 million cattle and 3.47 million sheep being graded through the MSA program in the last financial year.

Meat & Livestock Australia (MLA) General Manager, Livestock Productivity Dr Jane Weatherley said the awards were a fantastic opportunity to acknowledge those producers that have exhibited excellence within the MSA program.

“Our producers work tirelessly to produce a quality product that meets the strict MSA criteria,” Dr Weatherley said.

“It is this hard work and dedication that has made MSA products globally recognised as a quality product, where we aim to consistently meet consumers’ expectations for tenderness, juiciness and flavour.”

Dr Weatherley said the Awards ceremony in each state would be accompanied by a ‘Future Eating Quality’ forum, which would give producers an insight into new developments in the area of MSA as well as how MLA intends to support producers to improve eating quality and open further opportunities.

“The forums are a great opportunity for existing MSA producers to hear about future directions,” Dr Weatherley said.

“The forums are also an opportunity for other producers not involved in MSA to learn more about the program and its benefits and how to get involved.”

The Awards and producer forums are free and open to everyone, but registration is essential:

• Queensland – Wednesday, 30 March 2016, 2.00pm-8.00pm, Picnic Point Toowoomba, 164 Tourist Road, Toowoomba
• New South Wales – Friday, 1 April 2016, 2.00pm-8.00pm, Dundullimal Homestead, 23L Obley Road, Dubbo 
• Victoria – Tuesday, 5 April 2016, 2.00pm-8.00pm, All Seasons Bendigo, 171-183 McIvor Road, Strathdale
• Tasmania – Thursday 7 April 2016, 2.00pm-8.00pm, Tailrace Centre, 1 Waterfront Drive, Riverside Launceston
• South Australia – Tuesday,12 April 2016, 11.00am-8.00pm, Adelaide Hills Convention Centre, 145A Mount Barker Road, Hahndorf (NB: this event will be held in conjunction with the SA Sheep Industry Blueprint launch)
• Western Australia – Thursday, 14 April 2016, 2.00pm-8.00pm, Lighthouse Beach Resort, Carey Street, Bunbury

Find out more information about the Awards and forums in each state here.   

Find out more information about the MSA Program here.