The MSA's next evolution in beef

RENOWNED meat scientist and chairman of Meat Standards Australia (MSA) Pathways Committee, Rod Polkinghorn, believes the next evolution in the beef industry will be consumers buying beef based on meal outcomes, rather than cut.

The MSA's next evolution in beef The MSA's next evolution in beef The MSA's next evolution in beef The MSA's next evolution in beef The MSA's next evolution in beef

The MSA has outlined its plans til 2040.

The MSA believes it's one of the many significant shifts the beef industry supply chain should expect by 2040.

After 20 years of MSA, Dr Polkinghorne said consumer testing had proven to be an effective and sensitive measurement tool, demonstrating that consumers really can distinguish between beef qualities when they eat it and are willing to pay for quality and value.

"We can guarantee enjoyment of beef and sheepmeat and MSA has got to the point that it has taken the tail end out of the product on retail shelves. The next evolution is, can we create contemporary products that are described by meals they can be used to create rather than the cut of meat?" Dr Polkinghorne said.

"The answer is yes. The capacity exists to deliver a simple, contemporary product th...

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