P.PSH.1326 - GMP Collaborative Innovation Program Manager
The Collaborative Innovation Program at Gundagai Meat Processors (GMP) supported the implementation, validation and commercialisation of objective carcase measurement and value-based marketing.
| Project start date: | 01 October 2021 |
| Project end date: | 30 March 2025 |
| Publication date: | 17 March 2025 |
| Project status: | Completed |
| Livestock species: | Lamb |
| Relevant regions: | NSW |
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Summary
The focus of the Collaborative Innovation Program at Gundagai Meat Processors (GMP) was to support the implementation, validation and commercialisation of objective carcase measurement technologies, and a value-based marketing (VBM) system for lambs at GMP. It is a first for industry, paving the way for objective carcase measurement feedback and value-based marketing to create a competitive edge for the Australian sheepmeat Industry. The program consisted of four pillars:
1. Implementing DEXA and Meat Standards Australia (MSA) to support carcase sorting
2. Validating and commercialising DEXA/MSA
3. Developing and embedding a VBM system at GMP
4. Exploring supply chain differentiation options.
Objectives
The objectives achieved through the project included implementing the innovation strategy as agreed under the following key project pillars:
o implementing DEXA and MSA
o validating and commercialising DEXA/MSA
o developing and embedding a VBM system at GMP
o exploring supply chain differentiation options
o efficiently deliver projects in accordance with budgets and timelines.
The project also required the submission of reports and project communication outcomes to MLA in accordance with MLA’s style guide and reporting guidelines.
Key findings
- Carcase optimisation is a valuable strategy to use within a processing plant when objective carcase measurement technology has been installed, however, there are a range of real-world challenges that can result in issues with this approach.
- Embedding MSA into plant systems is valuable in ensuring that high-end product is meeting consumer expectations, however, gaining adequate funding to embed into plant systems can be challenging.
- When releasing a value-based marketing program, changes may be required along the way to the grid structure, especially when implementing in the early stages of technology release. A well thought out change management plan is required to ensure communication with the supply chain is successful, and change is not disruptive.
- The development of raising claims programs can be beneficial to a brand that is new to market, giving product an edge over other products without these claims, however, it must be noted that some raising claims can be seasonal (for example free range) presenting continuity of supply issues within a supply chain.
- There are many ways to differentiate a brand along the supply chain. Finding a way to market this differentiation is extremely important when implementing within a supply chain. For example, eye muscle area measurements provide the producer with further feedback on the quality of carcases they are producing, and pressure on this selection criteria to ensure that the consumer is receiving high quality products every time.
Benefits to industry
The implementation of a value-based marketing approach can provide benefits to all of the supply chain. Producers can gain value by being paid on what they are producing, having clearer market indicators for their brand, receiving more meaningful feedback, and producing higher quality Australian lamb products. The consumer benefits by having access to more consistent product quality and therefore an increased confidence in the quality of Australian lamb. If the whole of industry was to move to a value-based marketing system, there would be a significant uplift in demand of Australian lamb products domestically and internationally regarding consumer preference, and value of product to the Australian producer. The uptake of objective carcase measurement technology is needed in the wider industry to make this a reality and ensure the Australian lamb industry is lifting its value to the Australian economy.
MLA action
GMP Collaborative Co-Innovation Program will progress to a stage 2, 3 year funding program commencing Dec 2024.
Future research
The pathway to embedding MSA within GMP systems has been a long process to determine a possible funding pathway. A more simplified approach to embedding MSA into company systems would remove some of the barriers to adoption. Further work is continuing with Fight Food Waste CRC and the University of Adelaide to boost the work being undertaken within the Gundagai Lamb supply chain further.
More information
| Project manager: | Alicia Waddington |
| Contact email: | reports@mla.com.au |
| Primary researcher: | GUNDAGAI MEAT PROCESSORS |
