As the Program Manager responsible for MLA’s Product and Packaging Program Investments, John is responsible for investing available funds into research that will support the Red Meat Advisory Council’s goals of “doubling the value of Australian red meat sales as the trusted source of the highest quality protein.”  Developing new high-value products that drive full carcase utilisation and generate greater value than traditional commodity trading models, are key drivers for ongoing MLA investment. MLA invests in research with key industry partners, innovative tech providers and progressive value adders in order to identify and commercialise these opportunities.