L.MSC.2101 - MSA End User Training Services and Business Development
The 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.
| Project start date: | 01 July 2020 |
| Project end date: | 30 March 2025 |
| Publication date: | 18 January 2024 |
| Project status: | In progress |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Sheep, Lamb |
| Relevant regions: | National |
Summary
The 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. With significant adoption of MSA in Australia, there is now opportunity to facilitate the extraction of greater value from the MSA program. In particular, working with brand-owners and large end user accounts to not only underpin their business with MSA but embrace value adding and carcase utilisation opportunities. Effective training services will also provide education to understand the value in appropriate application of eating quality in conjunction with cooking methods and cuts.
Objectives
The project entails the following objectives:
- Plan and deliver MSA training services to end users for beef and sheep meat in alignment with the MSA strategy and annual implementation plans. This will include wholesalers, retailers and food service outlets.
- Facilitate the MSA licensing program for end users as required.
- Implement and deliver the training and licensing program for Independent Boning Rooms.
- Collaborate with Business Development Officers in identifying end user education opportunities through MSA brand owners, to increase awareness and utilisation of MSA.
- Assist in adoption of e-learning for end user training.
- Identify and work with large end user accounts to adopt MSA to underpin their business and increase red meat acquisitions in their business.
- Identify and work with large end user accounts to extend the value of MSA in a business through value-adding exercises.
- Assist as required with external enquiries for MLA demonstrations and services domestically and where necessary internationally.
Key findings
There is a high demand for practical carcase utilisation demonstrations at MSA Workshops for processors in Australia as well as overseas. During this project four online workshops were conducted with SEA, USA and Canada. In-person demonstrations were conducted in USA and Singapore.
Benefits to industry
MSA business development and presence in the End User space is necessary to maintain and increase demand for MSA graded product which drives demand down the supply chain.
MLA action
This online summary will be published on the MLA R&D website.
Future research
The MSA program requires business development with End Users. The presence in the End User space is necessary to maintain and increase demand for MSA graded product which drives demand down the supply chain.
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For more information Contact Project Manager: Kate Neath |
