ALFA has always been strongly invested and a keen participant in industry collaboration to maximise value creation for our members.
ALFA and the industry's service provider MLA have a close relationship prioritising working on joint research, development and marketing initiatives.
In 2023, after five years at the helm of MLA, Jason Strong stepped down from his post making way for new leadership. Jason led MLA through turbulent times, including the droughts of 2019, COVID-19 impacts in 2020-2021, and a volatile cattle market. ALFA is thankful for the contribution Jason has made to the feedlot sector and broader industry and wishes him the best for his future endeavours.
Following on from Jason's enduring leadership, MLA has appointed Michael Crowley as the incoming managing director, current CEO of Herefords Australia. Mick brings a wealth of relevant experience from previous senior leadership roles both at MLA and other meat industry organisations.
During his 14 years at MLA previously, Mick oversaw vital programs instrumental to the industry's success. As Manager of Meat Standards Australia (MSA), he helped uphold premium grading standards that underpin eating quality. He represented MLA's interests internationally as the Regional Manager for Europe and Russia markets. Most recently as General Manager for Research, Development and Adoption, Mick guided MLA's pipeline of innovative projects aimed at increasing productivity, sustainability and profitability.
Mick's deep familiarity with MLA's core functions across research, marketing and market access make him an outstanding candidate to take the reins. As MLA is about to begin the development of a new five-year strategic plan, ALFA and the lot feeding sector will greatly benefit from Mick's insights as he leads the process. We look forward to collaborating closely with MLA to ensure the priorities of our members are represented.
With an exciting and dynamic industry full of opportunities ahead, Mick is well-equipped to hit the ground running on joint initiatives between ALFA and MLA that create value for all stakeholders - from feedlot operators and processors to retailers and consumers. ALFA congratulates Mick on this appointment and welcomes him back to leadership at MLA.
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