Transformation is coming...
is your business ready?

Our industry is on the cusp of a revolution in the way red meat is produced, traded and processed.

New technology and the ability to share real-time, objective information across the supply chain is challenging old conventions and vested interests – and opening up new, profitable opportunities.

Most of Australia’s processing capacity has now been costed for the new “DEXA” objective carcase measurement tool, already in use in three of the biggest plants and enabling big productivity gains from processing automation and real transparency in sharing carcase yield information with producers.

Transformation is also coming to Meat Standards Australia, with the world-leading eating quality grading system to be further enhanced in coming months. Subjective measures for tropical breed content will be scrapped and more vendors will be able to pass eating quality feedback to producers.

In the feedlot and on the farm, MLA is developing new objective measures of yield and eating quality for livestock and new objective systems for monitoring animal health.

All these new sources of objective information will make the inextricable link between genetics and profitability even more compelling. And to ensure producers can make use of the information, no matter how remote their business, MLA is driving advances in connectivity and digital technologies from the fork to the farm.

Together, the changes pave the way for a long overdue shift to value based marketing. With these tools at their fingertips, livestock producers will have the opportunity to transform their operations, by breeding and finishing more profitable herds and flocks.

Join MLA’s Sean Starling and Michael Crowley as they discuss the changes now underway in our industry with a panel of industry innovators who are applying new techonology and systems within their business.

This is your chance to learn from those at the forefront of the transformation underway how you can advance your own business.


  • Tom Maguire, Chief Value Chain Officer, Teys Australia
  • Peter Greenham, Managing Director, Greenham
  • Jenny O'Sullivan, Malabar Farm, Gippsland, VIC
  • Sally Martin, CEO, MerinoLink
  • Kara Knudsen, Knudsen Cattle, Mundubbera QLD
  • David Foote, CEO, Australian Country Choice
  • Juy Hepner, Director, Crazy Dragon
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Transformation is your business ready?
Date: Wednesday, 21 November 2018
Time: 9.30am - 11.00am
Venue: Hotel Realm

Sean Starling

Sean Starling, General Manager - MDC, Research, Development and Innovation

A member of Meat & Livestock Australia’s executive team, Sean is responsible for MLA’s $170 million annual R&D investment across the Australian red meat industry value chain. Innovation areas cover: global innovation insights; value chain innovation; food safety and industry traceability and integrity systems; product development and value-adding; automation technology; and building industry innovation capability.

Sean has been engaged in food value chains for most of his career. Having worked in a range of organisations and positions from factory engineer to general manager in manufacturing, R&D and engineering organisations, underpins Sean’s ability to work with business and scientific thinkers to facilitate delivery of their concepts into commercial reality. In addition to ensuring no good opportunity is wasted, Sean has a passion of supporting young people to strive and deliver in an ever changing and complex environment.

Michael Crowley

Michael Crowley, General Manager - Producer Consultation and Adoption

Michael Crowley leads MLA's Producer Consultation and Adoption (PCA) team. Michael has extensive experience right across the red meat supply chain, including on-farm, livestock marketing and trade access, processing and quality assurance. Michael's PCA team are focussed on the commercial drivers that improve on farm profitability. The PCA team manages MLA’s investment in Meat Standards Australia, beef and sheep genetics and genomics and industry consultation through regional research committees.

Jenny O'Sullivan

Jenny O'Sullivan, Malabar Farm, Chair of Tasmanian and Gippsland SALRC committee

Jenny is well known for her role in promoting sustainable, productive agriculture, particularly in Gippsland where she and her husband run a 680ha beef and sheep property..

Jenny received the Victorian DPI Hugh McKay future farming award for her work with Enviromeat and Gippsland Natutral in 2007. The West Gippsland Catchment Management Authority’s Lyrebird Award 2008, and placed on the Gippsland Women’s Honour Roll for her work in the area of advancement of Agriculture and her work to protect and enhance the region’s natural resources. Jenny was awarded a Beef Improvement Association Service award in 2002.

David Foote

David Foote, CEO, Australian Country Choice

David joined Australian Country Choice (ACC) group in 1999 as their GM of Properties and Livestock before being appointed Chief Executive Officer in 2002 and Group Managing Director in 2012. Additionally David was appointed Chairman of Directors of Australian Cattle and Beef Holdings to manage the joint venture with Jennie and Evan Acton in 2015.

Headquartered in Brisbane and employing over 1,400 staff across its Queensland operations, The Lee Family owned, ACC group of Companies operates arguably Australia’s largest vertically integrated beef supply chain incorporating, cattle breeding, backgrounding, fodder cropping, feedlotting, primary processing, further processing and export.

Sally Martin

Sally Martin, CEO, MerinoLink

Sally Martin grew up on a grazing property on the Monaro, NSW, where her family still farm. Sally studied Agricultural Science at University of Western Sydney Hawkesbury and has completed Post Graduate studies at University of New England and Sydney University.

Sally’s career has taken a number of paths, working with NSW DPI for approximately 20 years to now running her own consultancy business based out of Young NSW that services commerical breeders, ram breeders and service providers across the sheep industry.

In addition to her consultancy business Sally was a founding Director and CEO of MerinoLink Limited, for six years, a not for profit research and development company that aims to deliver research opportunities and facilitate sheep grower’s and service provider’s link with information, knowledge and research outcomes.

Sally has recently been appointed to the Sheep Genetics Advisory Committee providing strategic direction for the continued development of the key Sheep Genetics programs of LAMBPLAN and MERINOSELECT.

Juy Hepner

Juy Hepner, Director, Crazy Dragon

Juy started off 20 years ago teaching kindergarten English in Taiwan, where he discovered dumplings were a delicious snack that had not yet made it into the Australian retail market. Juy returned to Australia in 2001 and started making them in a friend’s pub in North Melbourne, and a year later his family invested in the first factory. Now, Crazy Dragon supplies all Australian supermarkets. It is Juy's dream to sell dumplings back to China using Australian red meat.

Tom Maguire

Tom Maguire, Chief Value Chain Officer, Teys Australia

Tom Maguire is employed as the Chief Value Chain Officer with Teys Australia. Tom is a member of the Company’s Senior Leadership Team responsible for human resource management, information technology, business intelligence and research and development. Tom has worked in various roles in the meat industry and is currently also a Board Member of the Australian Meat Processors Corporation and AUS- MEAT Limited.

Kara Knudsen

Kara Knudsen, Knudsen Cattle, Mundubbera QLD

Knudsen Cattle is family owned and operated, and produces quality cattle predominately for the feeder market, they have a core breeding herd with a focus on progressing genetics through sire selection, using EBV’s to improve fertility, growth and carcass. The Knudsen’s also run a trading operation and can see first hand the importance genetics play in the performance of the business, with different lines of cattle having considerable differences in weight gain and fertility, while utilising the same nutrition.

In 2013 Kara completed a Nuffield scholarship, and studied accelerating genetic progression in the Northern Australian Beef herd, looking at different methods of large scale genetic improvement in bos indicus herds.

Peter Greenham

Peter Greenham, Managing Director, Greenham

Australian family owned meat processors, H. W. Greenham has grown from sole-traders in the 1860s to a company today distributing beef into 25 markets around the world. Peter Greenham joined the family business after completing a mechanical engineering degree at Monash University. He is be sixth generation of the family to work in the meat industry. The company operates abattoirs at Tongala, Victoria and Smithton, Tasmania.

Peter is responsible for Greenham Tasmania and Gippsland processing 500 cattle per day in Tasmania and 350 cattle per day at the recently purchased Gippsland plant. Championing the best grass-fed beef growing regions of the world, cattle are sourced from Tasmania, Victoria and South Australia. The brands Cape Grim Beef and Bass Strait Beef share the unique story of this premium beef.