Michael Lee

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Michael Lee

Speaker: Michael Lee – Manager High Value Foods Frontier, Meat & Livestock Australia (MLA)

About the Talk:  Insights2Innovation – Emerging red meat products and services to grow demand

“An analysis of global food trends suggests that there is an opportunity for red meat to create and capture significantly increased value via the creation of new value-added product and packaging concepts that meet consumer requirements such as health and wellbeing; diets high in protein; convenience (including snackification); integrity; and targeted demographic needs (such as an ageing population).  These opportunities apply in both mature (eg domestic, Japan, USA) and emerging markets (eg China, ASEAN, and Middle East).

In addition, increasing pressure from low-cost protein competitors is also challenging the current predominantly meat commodity-based business models and is further fuelling a desire by the industry to move into higher value product offerings.  The Australian red meat industry is actively seeking to collaborate with innovators and service providers who can deliver new opportunities and premiums informed by insights for the Australian red meat industry. Exploring possible applications for leading edge science platforms such 3D Food Printers is an example of how Meat & Livestock Australia are investigating what 2Morrows’ foods could be and how value could be captured by our industry.


About Michael: Michael comes from a food technology background with 20 years’ experience across the meat supply chain. Michael completed his post graduate research in new food packaging formats and business models. In addition to his studies, Michael has worked for Woolworths in their manufacturing divisions and National Buying office where he commercialised various new product launches and specifications. Michael then moved to Hans Smallgoods where he managed technical and business development innovations, before moving on to JBS and the role of Commercial manager – Value Add division.

Since 2012, Michael has been with MLA working on research, development and innovation programs to create and capture value for industry.  As part of Michael’s role, investigating emerging technologies and trends and partnering with industry to convert insights into actionable innovation strategies and developing network of strategic research providers are key focus area.

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