New MSA business development in Western Australia

Summary

The Meat Standards Australia (MSA) program is a paddock to plate system that relies on each segment of the supply chain to ensure eating quality meets customer expectations and integrity is maintained.

The purpose of this project was to identify new business opportunities in Western Australia that will increase the adoption and utilisation of MSA.

Whilst MSA has had significant adoption in Australia, the MSA 5-year plan includes goals to increase the adoption of MSA. Effective business development services will support stakeholders in Western Australia to understand the value in appropriate application of eating quality in their business.

Objectives

The main objectives of this project were to:

• plan and deliver business development services to identified stakeholders for beef and sheepmeat in alignment with the MSA strategy and implementation plans
• facilitate the MSA licensing program as required
• identify and work with new stakeholders to adopt MSA to underpin their business
• assist in extending the value of MSA in established businesses through value-adding services.

Benefits to industry

This project has assisted the development of systems and relationships with MSA stakeholders in industry in Western Australia.

MLA action

MLA will contract the consultant again in the future when value to the program and industry is still valid.