New managing director appointed by MLA


Jason Strong is the new head of the research, development and marketing service for the Australian red meat and livestock industry.

Posted on Feb 07 ,09:28

New managing director appointed by MLA

Meat and Livestock Australia has appointed a new managing director for its research, development and marketing service in the person of Jason Strong, former MLA’s regional manager in Europe and Russia and Chief Executive Officer of Smithfield Cattle Company.
MLA Chair Dr Michele Allan said the MLA Board unanimously supported the appointment. “The MLA Board is extremely confident that Jason will make an outstanding contribution to MLA and will continue to foster the prosperity of our industry on behalf of the red meat producers we serve. He returns to MLA with comprehensive red meat and livestock experience, knowledge and connections - from the farm through to the end consumer - in both domestic and international markets,” she said.
Most recently, Mr Strong was Chief Executive Officer of Smithfield Cattle Company, a leading family-owned feedlot and cattle supply business. Prior to this he was Managing Director with AA Co during which time he led its evolution into a vertically integrated supply chain company, achieving an impressive increase in beef sales, company revenue and profit margins for the benefit of its shareholders.

Mr Strong has also represented the industry as MLA’s regional manager in Europe and Russia. He was also responsible for the expansion of the Pfizer (now Zoetis) DNA technology business into new key international markets.
He made a significant and early contribution to the development of the Meat Standards Australia (MSA) program and has owned a number of meat retail outlets giving him a unique perspective into consumer demand for high quality and consistent red meat produced in sustainable and high welfare systems.
Mr Strong is also the current Chair of the EU and UK Red Meat Market Access Taskforce and is the past Chair of the Australian Beef Industry Foundation. He also spent 17 years managing and coaching the Australian Inter-Collegiate Meat Judging Team.
He is also experienced at agri-politics and industry advocacy through his involvement with the Cattlemen’s Union of Australia as a councillor, New South Wales State Chairman and National Vice President.
"I am looking forward to working with MLA’s Board, staff, red meat producers and the broader industry to make certain we are best positioned to respond to the challenges and opportunities ahead.
Having previous experience with MLA, both within the organisation and as an external partner, I understand the workings and responsibilities of our industry research and marketing service company. I also appreciate the responsibility MLA has to meet the expectations of red meat producers and the broader industry. While many red meat producers and others in the value chain are currently facing tough conditions, MLA will continue to do everything it can to support and enhance the success and global competitiveness of Australia’s red meat industry.”, Jason Strong said. He will commence in the role on 1 April 2019.

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