Western Meat Packers Group is taking a new approach to domestic beef sales, with the appointment of Graham Martin as domestic sales manager.
Announcing the appointment, WMPG Chief Executive Officer, Andrew Fuda, said Martin’s vast industry experience provides the necessary tools to build brand awareness and lift sales.
“A qualified butcher, Graham knows how to present beef to today’s discerning consumers and he will focus much of his time on promoting our multi award winning Margaret River Fresh beef to independent butchers and selected supermarkets,” Mr Fuda said.
The surging demand for plant-based alternatives in recent years represents a growing threat to Australia’s meat industries. The impact of red meat on the environment and health has become causes for concern for consumers in Australia and around the globe.
Started in 1983, Western Meat Packers Group is 100 per cent owned by its founders, Rod Russell and wife Shana and turns over more than $150 million annually.
The Margaret River Fresh trademark is registered with IP Australia to WMPG and used exclusively to package the group’s premier products.
Martin has held managerial roles at Globe Meats, Australian Meat and Livestock Corporation, FAL, Meat and Livestock Australia, Australian Pork Limited and Linley Valley Pork.