The second-generation sheep producer and his wife Kate run a self-replacing composite flock of about 3,500 ewes at their 1,011ha property ‘Narcombie' on the outskirts of Colac in Victoria.

The family-run operation became MSA-registered five years ago, enabling them to market direct to local processors, Australian Lamb Company, where they sell about 2,000 head/year.

"There's a lot of variation in the lamb industry, but if more producers followed MSA pathways and recommendations, that would tighten things right up. A little bit of extra effort on-farm makes a big difference to end product," Mr Hanson said.

"Eating quality is important for the lamb industry to maintain and even grow its market share, because the product has to eat well. We can't sell rubbis...