S4 Ep30: MLA managing director, Michael Crowley

Meat & Livestock Australia's new managing director Michael Crowley has well and truly got his feet under the desk since kicking off in his new job in late May.

Many in the industry got their first insight on Mr Crowley's take on the industry service delivery company's future direction in an address to the Queensland Rural Pres Club last month.

One of his key visions is to see Value-Based Marketing embedded within the Australian beef industry, delivering performance-based payments to producers that factor in meat yield, as well as meat quality and carcase traits.

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