Red Meat Advisory Council Consumers and Markets of the Future … · 2019-06-17 · •Millennials...

Red Meat Advisory Council

Consumers and Markets of the Future workshop

Conversation Tracker: Consumers and Markets of the Future Workshop | RMAC | Primary Purpose | ThinkPlace 2

About this documentThe purpose of this document is to capture the conversations and activities that took place during the co-design workshop held on 6 June 2019. Please note this document does not capture the conversation verbatim, rather it presents a snapshot of key discussion points and activities.

BackgroundThe Red Meat Advisory Council (RMAC) ran a workshop on 6 June 2019 with over 40 stakeholders from the red meat industry. The workshop was run in Sydney over a whole day and is part of a series of workshops that are building towards the creation of the Meat Industry Strategic Plan (MISP) 2030. The day was focused on exploring the topic ‘Consumers and Markets of the Future’ in the red meat industry over the period between 2020-30. For example, what will the future look like? What kind of future do we want? How do we prepare the industry for change, as we think about our consumers and markets?

This document is a record of the flow of the day and the general conversations. It contains photos and a high-level summary of what was discussed.This document does not contain any finalised detail of the outputs created. Outputs from this and following workshops will feed into the ongoing process of creating the MISP 2030. The MISP 2030 strategy is due for release in October 2019.


Agenda


Current state contextOver the past few months, with respect to the development of MISP 2030 we have been in the listening phase, understanding the current state and hearing what is going on, collecting what is already out there.

In this workshop we created part of our future, focusing on consumers and markets. Where do we want to be in 2030? We have broken up this phase of the process into three areas: 1. Sustainability of People 2. Sustainability of Animals and the Environment3. Consumers and Markets of the Future (this workshop)

This workshop is about setting the goal posts for where we want to be.

Our next phase (starting 25th of June) is all about implementation. We will be looking at what we have set up in these first three futuring workshops and how we will implement the ideas. What are the practical next steps?

We will then take our emerging strategy to six regional locations across Australia to test our thinking on people in the frontline of industry, before MISP 2030 is finalised in October 2019.

We are here


What will the MISP 2030 deliver?MISP 2030 will deliver:

A vision for the future that is inspirational and sets ambition.

Practical action and partnerships to deliver and implement.

A strategy tested with everyday industry people, to make sure it is relevant at a grassroots level.

A portfolio of initiatives and projects with potential to create systemic change.

Collaboration across the industry supply chain which shares knowledge.

Clarity of roles in who will implement which parts of the strategy.


A different approach The reality when you take a collaborative design approach is that it’s messy, and we are currently in the messy part of the design ‘squiggle’. This part of the process can feel uncomfortable, but that's okay! We are wanting people to think outside the box and challenge the status quo. We are heavily focused on the human aspect, and part of the process is being creative. A diversity of views will help us to develop a much better product.

“We want the end document to be flexible, adapting to change in the industry.”

How are we approaching this?• Clear project intent

• Respecting what’s there, and in the works

• Listening and gathering - first round of interviews

• Building on what we have learned before - not re-litigating

• It’s not what we think - it’s what participants brought into this workshop, and what others bring in throughout the process

• Explore, question, build


Co-designCo-design is…• A systemic approach to bringing people’s perspectives

into the design process.• A search for stated and unstated needs, to create value.• Development of possible solutions based on insights.• Involvement of people affected before, during and after

the project.• A process to speed up the development cycle

(generating and evaluating alternatives).• Disciplined but flexible approaches which ensure

intended outcomes are delivered.

Co-design is not…• Asking people what they want.• Giving people what they want.• Expecting people to provide the solution.• Consultation once a design has been defined.• Validation of a pre-determined design solution.• A box ticking process.


Reviewing the current stateBefore starting the workshop, participants reviewed the current stateParticipants reviewed some of the insights generated through the project team’s review of existing analysis, reports, materials and conversations with stakeholders to date. Participants added insights which were missing, areas of agreement, or questions had regarding the current state.


Reviewing the current stateParticipants reviewed the high-level insights generated from the project team’s research, analysis, and initial conversations with RMAC’s key stakeholders and added their own insights. Some of the comments included:

Consumers & markets: • What is our definition of premium? • Focus on health, nutrition, taste, and quality. • Where is the value for the consumer? • Get our facts/benefits communicated, tell the good story (ABSF), evidence

based research.• Learn from other industries e.g. chicken • Bring consumers into the circular processing chain e.g. food waste to fuel• Millennials are the future so we must listen and adapt

Understanding the issues to be addressed in MISP 2020-2030• A more unified voice • Need to enforce MISP• We need to learn from mistakes • MISP has to view consumers behaviour as a priority• We need to be honest with and transparent with consumers • Measure on good outcomes – ABSF • Continue funding the science and respect it


WelcomeDon Mackay, Chair, Red Meat Advisory CouncilTo open the day Don emphasised the importance of this process and working together to develop a plan that will impact the entire industry.

Don then went on to describe how MISP documents have evolved and changed over time. He also mentioned previous MISPs have been criticised as being more of an operational document, which is one of the reasons why RMAC are wanting to create an aspirational document for MISP 2030 in this iteration.

“Where will we be in 2030, 2040, 2050? It can be difficult to think that far ahead but we want to understand what your thoughts are.”

The consumers of today are entirely different to what they were in the past. Don described how he grew up with the industry and has seen the world change. He encouraged the room to think about how we can accommodate the consumers of today, by ensuring that people feel good about eating red meat, communicating with consumers to make sure they understand that we as an industry are doing good things, such as the Australian Beef Sustainability Framework.

Don finished by saying to the room that today we are making a cake, and until we bake it we won’t see the final form, but the insights and input from today will help us bake the cake.


Getting the big picture of the current state Current state reflection Participants were asked to reflect on and share their thoughts from the current state gallery. Some of the main themes that came up in the discussion included transparency and trust, changes to production and consumption, certification, industry standards, sustainability, and collaboration across the supply chain.

Community, Consumers, CustomersParticipants were given 5 minutes and a three circle Venn diagram template to define who their consumers and customers were, and to define what community means to the industry. The room agreed that the definition was: the consumer “eats it”, the customer “buys it”, and the community “influences it”.

COMMUNITY

CONSUMERS CUSTOMERS


Our current consumerDeveloping a current state consumer personaGroups developed a persona based on the consumer that they created. In developing these personas, groups were encouraged to think about the human aspect of their personas, considering their eating habits, what their drivers are (ethical, price, quality etc), and what their frustrations may be. This encouraged groups to think about their personas as a real person, establishing some empathy with their current consumer.

What are some of the characteristics of our consumer?Participants were asked to think of a consumer of today and their key characteristics, such as who they are, where they live, occupation, and age. This activity got participants to start to think about who their consumer is to create the current state consumer persona in the next activity. The consumers created ranged across domestic, international, young, and elderly consumer groups.


Possible futuresPossible futures matrixGroups started to think about what the possible futures may be for their current consumer personas. Categorising these futures into positive or negative, and likely or unlikely. This got the room to start getting their thinking out of the current state and into the future.

Future state personaGroups thought about where their personas would be in 2050, and created a future state persona. Groups considered what might change for their personas in the future, and drew on what they had developed in the previous possible futures activity, getting the groups to think about the future and what may change for consumers and markets.


Mapping the consumer’s journey to 2050Map the journey from current to future stateGroups looked at their current state persona and their future state persona, and thought about what needs to happen in between to enable the future they created, mapping these against a timeline from 2020-2050. Groups were asked to consider what the the key trends and factors are that will affect their persona’s red meat consumption and changes in behaviour.

Groups considered what would need to change in areas such as industry practice, access to product, perception, and any other area that the teams felt were important to enable their possible future.

Participants wrote their thoughts and ideas down on post it notes and mapped it along the timeline.


VisioningWhat are the key shifts needed to enable the future state?Participants moved their thinking to what key strategic shifts are needed to get them to their preferred future state established in the previous activities. Some of these key shifts revolved around health benefits, animal welfare, sustainability, and social license. Groups placed their key shifts underneath timeline aligning to when these shifts are likely or need to occur.

Consumer centric visionGroups then shifted their thinking to 2030, where their preferred future state is achieved. Each group wrote a media release from an organisation of their choosing (existing or not) on the progress made to achieve their future state. Groups were asked to ensure the consumer voice was central in their messaging.


Critique marketplace'Blink’ feedback 1 person from each group stayed with their timeline to talk others through, telling a story of the future that they have created. The rest of the groups moved across the room to look at other teams timelines and provided feedback.

Blink feedback on the timelinesOn a post it note, participants wrote at least one of three forms of feedback with respect to what they saw on the timeline:1. What they like and why2. What they might have questions about/feeling unsure about 3. Something that they don’t like, and why

Participants placed their feedback post it notes on a critique poster for each group to reflect on after the activity.

Refinement from feedback

Groups then went back to their timelines and looked at their feedback from the blink feedback exercise. Further refinements were made based on the feedback received.


Final thoughts

No matter how focused we are in meeting the consumer

needs, we still need the permission from the

Australian community to meet those needs

Conversations seemed to be focused on other groups

across the supply chain, not so much around what farmers are doing. Look outside our traditional supply chain and

how all areas can work together

Found it interesting that the reduction of people who think that red meat

is a healthy part of a diet wasn’t addressed

in the framework

We should also look at the positive things in the industry and the product.

If we stay quiet around negative press the consumer don’t know the

good we are doing

The room shared any final thoughts they had before closing the day.

Concerned that this process is industry asking

the industry what to do when it’s the consumers

who decide if they eat our product


CloseDon Mackay, Chair, Red Meat Advisory CouncilDon closed the day, starting by saying to the room that some of the issues we have been talking about today might actually be solved in 5 or 10 years time which is interesting and exciting for our future.

He also mentioned how he has recently seen a speech by one of the members of Westpac’s Innovation Garage which was titled “The next Steve Jobs will be a farmer.” This made him think about how solving issues of the future such as feeding the people of the world are occupying the minds of people around the world both within and outside of our industry. This puts the Australian red meat industry in a great position to help solve these issues. Don also noted that we have to solve today’s issues as well as the issues of the future.

Don closed by sharing his appreciation for the time participants had taken out to help with the process.


How are we feeling?

Expectant

Diversity

Educated

Enthusiastic

Cautious

Enthused

Gratitude Converging

Curious

Inspired

Driven

ExcitedCollaboration

Successful

Confident

Breadth

Challenged

Wired

Aspirational

We’re next!Focused

Encouraged

Innovated

Futuristic

Hopeful

Futuristic WholisticConcerned

The room was asked to share one word about how they were feeling at the end of the day.


Next steps

Synthesis of the futures created today

Toowoomba workshops on the 25th 26th and 27th of June will look at how we action what we have come up with in these workshops

Looking for guides to show us around regional areas of Australia

Strategy in October

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Red Meat Advisory Council Consumers and Markets of the Future … · 2019-06-17 · •Millennials...

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