Former senior Meat and Livestock Australia (MLA) executive Michael Crowley becomes chief executive officer of Herefords Australia this month.
Mr Crowley replaces former MLA marketing chief Lisa Sharp whose contract at the breed society has ended.
Ms Sharp will continue as a member of the Herefords Australia board.
Mr Crowley had been with MLA for 14 years, serving as a member of the senior executive team for the past six.
He was general manager of Research and Development and has previously held a range of senior roles with MLA, including program manager of Meat Standards Australia and regional manager for Europe and Russia, based in Brussels.
Personal and professional interest, as well as family reasons underpinned his decision to take on a new challenge as CEO of Herefords Australia.
Mr Crowley’s family runs a Poll Hereford stud at Barraba, about two hours drive from his home in Armidale, NSW.
He has also been a member of the Herefords Australia board over the past two years.
Mr Crowley said the move to establish an organisation in a position “where the buck stops with me” represented a positive development and career progression opportunity.
“I have really been offered a tremendous opportunity to contribute to the development of the breed,” he said.
“And, I guess just working in MLA across the supply chain, I have got a great opportunity to be part of implementing and commecialising a lot of the things we have been working on for the benefit of the commercial sector.
“I am really keen to work with members of Hereford Australia and to really try to connect with the commercial supply chain and drive great outcomes.
“It is a really unique and priveleged opportunity.”
Mr Crowley’s 20 years of industry experience includes previous ownership of a cattle and beef marketing business and property management covering stud and commercial operations.
Herefords Australia chair Ian Durkin said it was Mr Crowley’s combination of general management experience, technical knowledge and connection with the Hereford breed and stud operations that most impressed the Board.
“Michael Crowley has a wealth of red meat industry experience,“ he said.
“This includes comprehensive technical knowledge in areas such as genetics and eating quality, coupled with first-hand experience gained in stud and commercial operations.
“Michael and the Crowley family are well known among the Hereford community and we are thrilled the opportunity has arisen for Michael to come in and lead the company and the breed.”
Mr Durkin said Lisa Sharp had made “a significant contribution to the breed” over the past two years, leading long-term strategy development, business planning, excellence in corporate governance and breed marketing and promotion.
“Changes implemented under Lisa’s leadership have and will make a long-term difference to the company’s success,” he said.
“Specifically, I like to acknowledge Lisa’s work in streamlining systems and processes that allowed for the introduction of a single monthly invoice, the development of the Herefords Australia five-year plan, growth in revenue from services and breed marketing presence and effectiveness, which saw breed share of media increase significantly in the past year.
“Lisa has also advocated on behalf of members, be that to government during COVID for continuation of on property sales or when negotiating with suppliers to get the best value for members, such as no increases in DNA pricing this year.”
The current Herefords Australia Board comprises Ian Durkin (chair), Marc Greening (deputy chair), Mark Baker (company secretary), Sam Becker, Sam Broinowski, Michael Crowley, Mark Duthie, Annie Pumpa and Alex Sparkes.
