MDC Sprints 18 2018-03-20T23:06:36+00:00

Help design the next red meat food innovation

Changing consumer trends, lifestyles and life-stages represent new high value growth opportunities for the Australian red meat industry. With the global demand for protein increasing, and red meat playing a key role in the Australian diet, the opportunity for novel, meat-based food products to capture a share of the market is strong.

MLA Donor Company (MDC) is partnering with Rocket Seeder to deliver a series of innovation and entrepreneurship activities throughout 2018, designed to encourage food innovators to explore opportunities utilising red meat.

Kicking off with one-day Design Sprint workshops in Melbourne and regional Victoria, these one-day workshops will involve guided group activities such as:

  • idea generation,
  • sketching,
  • prototyping, and
  • pitching.

We will also have a commercial kitchen available on the day to assist with idea generation and prototyping.


You can choose to work on one of four key opportunity themes for the Australian red meat industry:

Consumers are becoming more connected to their own health and wellbeing using devices such as smart watches, and are seeking personalised nutrition options to meet their individual needs. This trend creates opportunities for new bundles of products and services involving red meat that can be aligned to different lifestyles, health requirements and life stages.

Consumer eating patterns are changing, progressing beyond the traditional breakfast/lunch/dinner options to a ‘grazing’ and ‘on-the-go’ snacking approach throughout the day and night. In addition, consumers are seeking alternatives to sweet, high carbohydrate snacks especially for uses including outdoor activities, kids’ lunch boxes and desk-based snacking. With its high protein content, red meat represents an ideal snacking energy source but, in its raw state, is highly perishable and not ready to eat. What are the high value opportunities for Australian red meat beyond the current limited options of shelf stable jerky and meat spreads?

The ageing population continues to be a key driver of change. Red meat with its high protein, iron and zinc content as part of a healthy diet and exercise can help to prolong health and wellness for this market.  However, as consumers age, the incidence of chewing and digestion challenges increases and appetites often decline, resulting in reduced food consumption. Whilst red meat has often been a staple of baby boomers diet, the challenge is how to address this market’s nutritional needs and challenges through novel business models and food solutions.

With almost one third of all food created for human consumption going to waste each year, deriving more from less along the Australian red meat value chain is a key imperative.  Many consumers are using sustainability as the basis for their purchasing decisions, and brand owners are seeking novel technology platforms and business models that can transform ‘waste’ streams into high value food as well as utilise sustainable packaging.

Register your interest

We are seeking participants from the food and agriculture value chain including:

  • red meat producers

  • red meat processors

  • manufacturers

  • packaging

  • transport

  • distributors

  • retailers

  • dietitians & nutritionists

  • butchers

  • chefs

The one-day Design Sprint workshops will be held mid-April in Warragul, Melbourne, and Ballarat, with places strictly limited.

REGISTER – 12 April @ Warragul
REGISTER – 18 April @ Melbourne
REGISTER – 19 April @ Ballarat

What to expect

9:00 am Arrival and registration
9:30 am Welcome and introductions

Overview of sprint rules

Introduce the challenge themes

9:45 am Understand

Key areas to explore:

  • history lesson
  • customer journeys
  • voice of the customer
  • pain points
  • how customers solve the problem today (if at all)
10:30 am Sketch

  • personas
  • journey mapping
  • jobs to be done
  • day in the life / walk in their shoes

Morning tea

Idea generation / affinity mapping


11:30 am Solution sketching
12:30 pm Lunch
1:30 pm Prototyping
3:30 pm Napkin pitch preparation

Afternoon tea

4:00 pm Pitch / Demo

Voting / $100 dollar bill investor

Winner announced

Next steps / Call to action

5:00 pm Thank you / End of sprint