NCMC development and implementation of retails veal category growth strategies

Northern Co-operative Meat Company (NCMC) are a producer co-operative whose main business is member service kills. A secondary arm of their business is veal production and sales which they are looking to re-invigorate in the Australian market with their branded Richmond Valley Veal product range. NCMC have entered into a partnership with a supermarket and have established a good sales arm to their veal initiative. They are also currently working with producers to strengthen their supply arm.

The alliance between NCMC and the retailer presents an opportunity for the Australian veal industry to take a new and fresh approach to the positioning of veal with Australian consumers. A successful five-year program would see an increase in the consumption of veal per capita. To achieve the full opportunity, NCMC will need to ensure optimum alignment on the supply side to grow production, improve market signals to assist producers in better meeting market specifications, and develop new models for growing production to supply at suitable times of year and with a focus on increasing total supply chain profitability.  

This project assisted by preparing demand forecasts to give a clear, forward definition of supply required per month.