MLA Global Markets Forum

The opportunities for Australia’s red meat industry appear endless, with demand set to remain strong as the growing global middle class seeks more protein in their diet.

But it won’t just happen.

Our industry’s future prosperity will depend on access to free and open markets, promoting our points of difference and meeting changing consumer needs better and faster than our competitors.

You’re invited to a one-off forum headlined by MLA’s team of red meat market experts to hear the very latest global market insights. Learn more about the evolving international trade environment, the steps our industry is taking to unlock the opportunities and the mega trends that will dictate the winners and losers in the battle for a place on the consumers’ plate.

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MLA Global Markets Forum
Date: Tuesday, 20 November 2018
Time: 2.00pm - 5.00pm
Venue: Hotel Realm


Forum agenda

Session 1: The international outlook

Exporting more than 70% of production to more than 100 markets, the Australian red meat industry depends on access to as many markets as possible. But stiff competition, trade barriers and new trade negotiations with EU and Britain make it critical that Australia has a strong trade agenda.
MLA Global Strategy Michael Finucan, MLA
Global markets - opportunities and challenges Natalie Isaac, MLA
Q&A

Session 2: Unlocking market access

This session will share industry’s trade priorities and what’s needed for Australia to capture its fair share of global red meat demand. You will also hear from some of our international customers about the impact of non-tariff barriers on their business and why Australian needs to continue to advocate for improved market access conditions.
Market access - our priorities Andrew McCallum, MLA
Market access - EU TBA
Middle East – the impact of non-tariff barriers on trade Matthew Robinson, Premier Food Industries
Unlocking China's potential – what needs to be done John Ologhlen, Alibaba Group
Q&A

Session 3: Growing demand for 'brand Australia'

Emerging consumer trends are impacting diets around the world, presenting competitive challenges and opportunities to capture growth and value through new supply chain partnerships. How successfully our industry can tap these behaviours will determine the continuing relevance of red meat to consumers and the prosperity of Australian red meat businesses.

In this session, moderated by MLA's Chief Marketing and Communications Officer Lisa Sharp, you will hear how MLA’s data analysis and consumer insights underpin MLA’s marketing programs and keep Australian red meat front-of-mind for global consumers.
Consumer mega trends and insights: the opportunities Lisa Sharp, MLA
Why country of origin marketing is important in our established Asian markets Andrew Cox, MLA
Domestic market Graeme Yardy, MLA
International markets Michael Finucan, MLA
Q&A

Speakers

Michael Finucan

Michael Finucan, General Manager - International Markets

Michael Finucan is responsible for the delivery of MLA’s international markets strategy and oversight of the company’s eight International offices. The international markets strategy includes delivering improvements in market access conditions, growing demand for red meat and improving the welfare and performance of animals through the livestock export supply chain. Michael has extensive experience working across international markets after being involved in the export of a range of agricultural commodities before joining MLA in 2007. He has held a number of roles at MLA, including Manager Livestock Exports and International Business Manager in Korea. Michael in based in MLA’s Singapore office.


Lisa Sharp

Lisa Sharp, Chief Marketing and Communications Officer, MLA

Lisa joined MLA in April 2015 and leads the Communications, Marketing and Industry Insights (CMII) team. Lisa has an extensive background in marketing, product innovation, global strategy development and general management. Lisa has held executive team positions in a number of Australian and multinational organisations including SPC Ardmona, Coca Cola Amatil, PZ Cussons and Novartis Consumer Health. Lisa has also held business analyst and brand management roles at Kraft Foods and Uncle Tobys.


John Ologhlen

John Ologhlen, Regional Head of Business Development, Alibaba Group (Australia and New Zealand)

John O’Loghlen joined Alibaba Group as Director of Business Development for Australia and New Zealand in March 2016. In this role, John focuses on serving clients across all of the Alibaba Group’s business units, with a particular focus on assisting Australia and New Zealand brands and businesses connect with the Chinese consumer. John brings to Alibaba strong cross-border trading experience and knowledge to support the company’s developments in Australia and New Zealand. Before relocating to Sydney in 2014, John co-founded a leading gourmet pizza chain in Beijing which is a strategic commercial partner in China for Fonterra. Prior to Gung Ho! Pizza, John led Domino’s Pizza International’s Asian business from 2006 to 2009 based in China. John also spent five years investment banking at Goldman Sachs working in London, New York and Beijing and has served as a New Zealand Trade & Enterprise (NZTE) government appointed advisor to leading New Zealand corporations in China. He holds a BA from Harvard University and an MPhil from Cambridge University. He studied Chinese at Tsinghua and BLCU in Beijing, and is proficient in Mandarin.


Natalie Isaac

Natalie Isaac, Global Manager - Industry Insights and Strategy, MLA

Natalie has been with MLA for two years where she manages MLAs data and insights along the supply chain, from slaughter data through to consumer market research. Most of you would be familiar with this data or know of it as the National Livestock Reporting service (or NLRS) or MLAs Market Information.

Natalie loves data and has a real passion for using data and insights to help with business decisions. She has worked in large publicly listed companies across research, sales, marketing and business strategy and has extensive experience using data and insights to inform strategy. Natalie is passionate about data but reassures me she won’t share too many spreadsheets with you today.


Andrew McCallum

Andrew McCallum, Global Manager - Trade and Market Access, MLA

Andrew leads MLA’s international trade portfolio and conducts pivotal trade reform advocacy on behalf of the Australian red meat industry. This includes engagement on / input into World Trade Organization rounds, free trade agreement negotiations, bilateral and non-tariff barrier issues.

Trade liberalisation has delivered significant benefits to the Australian red meat industry (over $20 billion to date) and the jointly (producer levy plus processor contribution) funded program co-ordinated by MLA targets further enhancement of business profitability and improvements in industry competitiveness.

Andrew has a background in trade advocacy, market research, market insights and international marketing gained in government, industry service organisations and commercial consultancy.


Andrew Cox

Andrew Cox, International Business Manager - Japan and Korea, MLA

Andrew has managed MLA’s team in Japan since 2014 and in Korea since 2016. He has a background in marketing and market research, spending 10 years at consumer research agency Millward Brown and 6 years in MLA’s domestic marketing department – ultimately managing the domestic marketing campaigns for beef and lamb.

His family are from Mudgee, NSW and have run ‘Burrundulla’, a mixed cattle, sheep and winegrape growing property, since 1821.


Graeme Yardy

Graeme Yardy, Domestic Market Manager - Australia, MLA

Graeme leads MLA’s domestic marketing campaigns and the promotion of Australian red meat in the increasingly competitive domestic market, positioning Australian beef as “The Greatest” for its quality, versatility and nutritional benefits and driving consumer demand.

Before joining MLA, Graeme was Head of Marketing for the Australian fruit and vegetable industry’s research and development corporation, Horticulture Innovation. Prior to that he spent over a decade in FMCG food manufacturing in sales, marketing and insights roles for Mars Food, here in Australia and in North America.


Matthew Robinson

Matthew Robinson, Manufacturing Manager, Premier Food Industries

Matthew started his career in 2010 as a cattle buyer at ABP located in York, UK. From there he went to Guildford, where he developed an in-depth understanding of the processing chain, carcass balance and market demands. Then on to ABP’s largest facility in the UK, Ellesmere, where he progressed rapidly, ultimately overseeing the end to end primary and secondary processing at the facility. Matthew then went on to Tulip, a division of Danish Crown in the UK, where he was General Manager of retail ready product at their Westerleigh site in Bristol.

He then took on the challenging role of Manufacturing Manager for Premier Food Industries, Saudi Arabia, relocating to Riyadh in 2016. In this role Matthew is responsible for the plant and the end to end manufacturing process of all value-added meat proteins, product development and process improvement, as well as supporting all levels of an expanding and diversifying business, supplying meat products to the ever growing QSR and Casual Dining food service sector throughout the Middle East and North Africa market.