Pillar 6: Market Opportunities
To support growth strategies, the meat industry needs to identify new market opportunities. The MTI approach will be to identify, assess and prioritise market opportunities for beef and sheep meat (including new products, new markets, new customers and new value streams) with continuous insight generation. Currently, there is inconsistent scientific evidence to support the unique benefits of Irish grass-fed meat, which poses a risk to the sustainable growth, export and value creation potential of the industry. The MTI research plan is to identify biomarkers that will enhance the marketability of Irish grass-fed beef and sheep meat. A range of novel analytical platforms will be developed that can be used by the meat industry to support the nutritional labels for a range of health biomarkers including vitamins, lipids, peptides and antioxidants. All these opportunities will be proposed in response to a defined set of market and technology trends relevant to opportunities in beef and sheep meat markets.