Call to overhaul Australia's meat systems
Norton was speaking to the premier of Tasmania during the MLA-funded Red Meats Update in Launceston, Tasmania.
According to a report by ABC Rural, Norton said he was outlining his personal view. He was also reported saying there were more than a dozen distinct Australian meat industry assurance programs covering different parts of the supply chain.
According to the report Norton said there were duplications in systems like MLA's Australian eating quality program, Meat Standards Australia and its international Eating Quality Assured program.
“I would just like the industry to have the discussion around could it be better and more efficient and more effective,” he said.
According to ABC Rural Norton also told the forum the meat processing sector should invest more of its levy money in industry integrity and supporting international markets.
“I am building the case to Australian Meat Processor Corporation around why more of their levy should be used to support our industry systems and marketing efforts,” Norton said.
“We're moving into an environment now that red meat really is becoming a luxury product. We need to keep promoting the benefits as to why you would pay so much more for red meat.”
He also spoke about the MLA during an interview and said there has been some confusion about the role of the organisation.
“One of the greatest myths that I found coming into MLA was that it was a terrible organisation in representing the industry,” he said.
“It is under a statutory agreement with the government and it clearly states that MLA is not to do political lobbying or representative activities for industry. We are service provider.”