Answer for the meat industry lies in the market

The Meat Industry Association’s (MIA) annual report paints a positive picture of achievement for the past year in spite of a decline in sales revenue across most products and markets which resulted in an 11% drop from the previous year.

Critics of the exporters will say this merely emphasises the industry’s failure to build value in the marketplace by competing on price when less reliance on traditional markets and better product differentiation would have cushioned the impact of the global financial crisis.

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No easy fix for the meat industry

The amount of hot air forecasting the imminent death of the meat industry suggests desperate hand wringing more than considered thoughts about finding a solution to what everybody agrees is a big problem. The only snag is, while the hot air purveyors seem to know exactly what the problem is and whose fault it is, their heavy breathing doesn’t produce any sensible ideas about how to fix it.