About MIA

p. +64 4 495 8380
e. sirma.karapeeva@mia.co.nz

Sirma joined the Meat Industry Association (MIA) as Trade and Economic Manager in March 2015 following a career in the public sector during which she developed a deep knowledge of trade policy and significant trade negotiations experience.

She was appointed as CEO in April 2020.

Prior to joining MIA Sirma was with the Ministry of Primary Industries’ (MPI) trade policy team, where she was involved in progressing the primary sector interests in the negotiations of goods market access and sanitary and phytosanitary provisions in New Zealand’s free trade agreements. Sirma has also worked with the Ministry of Economic Development (now MBIE) in negotiating and implementing New Zealand’s technical barriers to trade obligations

In addition to a long history of negotiating bilateral and pluri-lateral trade agreements, Sirma has represented New Zealand’s interests at a number of international forums including the World Trade Organisation (WTO) and the Asia Pacific Economic Cooperation (APEC).

p. +64 4 495 8375
e. beverley.dixon@mia.co.nz

(Temporary secondment)

p. +64 (0) 29 924 1221
e. jason.krupp@mia.co.nz

Jason joined the MIA in January 2023 as Manager Strategy and Advocacy, following an extensive career working in central and local government policy and advocacy roles.

He has a deep understanding of the local government, infrastructure, planning and environmental policy areas, and as a former business journalist is well versed in engaging with the media.

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p. +64 4 887 4818
e. ashlin.chand@mia.co.nz

Ashlin joined MIA in July 2022 as Senior Policy Advisor after an extensive career at the Ministry for Primary Industries (MPI). She first joined MPI in 2013 in a team that focused on policies for New Zealand’s domestic forestry and horticulture sectors. She has also been in roles that involve climate change and resource policy, and trade negotiations. Most recently, Ashlin was the First Secretary (Primary Industries) at the New Zealand Embassy in Beijing where she represented New Zealand’s agriculture interests and its cooperation relationship with China. Ashlin has also had roles in a number of other government departments working on policies covering women’s issues, and community and settlement issues. She has undergraduate degrees from the University of Auckland, and post-graduate degrees from the University of Victoria Wellington.

p. +64 4 495 8377
e. natasha.watzdorf@mia.co.nz

Natasha joined MIA in June 2022 into the newly established role of Specialist Advisor Technical and Regulatory.

After graduating with a Doctor of Veterinary Medicine from the University of Adelaide in 2015, Natasha started her career in public health working for the Ministry for Primary Industries as a Veterinary Technical Supervisor based at several meat processing establishments throughout the North Island. She then moved into the Market Access directorate where she took lead as the Counsellor for Malaysia and Indonesia, and continued engagement on regulatory matters relating to meat hygiene and halal matters.

Natasha’s experience and qualifications provide her with the necessary expertise to advise and assist in liaison on technical and food safety and market access regulatory matters between the meat processing industry members and government departments and organisations whose policies and activities have an impact on the meat industry.

p. +64 4 495 8382
e. matthew.conway@mia.co.nz

Matt joined MIA at the end of 2008 after working as a research analyst for New Zealand Trade and Enterprise, and at the Parliamentary Library.

The main focus of Matt’s work is in the area of trade policy and market access. This includes providing industry input to the government on free trade agreements. He also works with MIA members and the government to reduce the non-tariff barriers that the red meat industry faces in a number of markets around the world. Matt’s role also includes compiling a range of statistics and other industry information for our members and interested parties.

p. +64 4 471 6033
e. tatyana.protsenko@mia.co.nz

Tatyana joined MIA in April 2022 to lead Workforce development and represent industry interests in training and capability development. Tatyana brings a wealth of experience in the learning and development field with experience in adult education internationally and locally. Before joining MIA Tatyana worked as Project Manager, for the Primary Industry Training Organisation leading development of training courses and qualification reviews. She has a BA Linguistic and Art History from Victoria University of Wellington, a Post Graduate Certificate in TESOL from Victoria University of Wellington and is a Certified Associate in Project Management, Project Management Institute.

p. +64 4 495 8371
e. christopher.guy@mia.co.nz

Christopher joined MIA as In-house Legal Counsel in July 2018.

p. +64 4 495 8371
e. christopher.guy@mia.co.nz

For the past 10 years Richard has been responsible for the development of MIA’s collaborative research portfolio including managing the Ovine Automation Limited Consortium which focuses on developing automation technologies for ovine processing.

Additionally Richard works very closely with MPI on the delivery of the regulatory model with particular emphasis on cost recovery, animal welfare and technical including STEC and advancing work programmes through the Strategic Directions Group (SDG).

Prior to this Richard held senior roles at both AFFCO and Alliance Group, gaining significant insight and institutional knowledge in the red meat sector.

p. +64 4 495 8378
e. kaylene.larking@mia.co.nz

Kaylene joined the team in late 2014 to manage MIA Innovation Limited – an MIA subsidiary responsible for research and development in the meat industry. Her role includes liaison with the New Zealand Food Safety Science and Research Centre as the MIA representative on their Stakeholder Technical Advisory Group. Kaylene also works alongside Richard McColl in a number of other science related matters for the MIA.

Kaylene is a trained chemist who spent her early career specialising in technology transfer and the pilot scale development of chemical products, nutraceuticals and pharmaceuticals to GMP manufacturing standards. Her background also includes quality control systems and health and safety training.

For the past 10 years she has managed Government/Industry funded R&D portfolios for the agricultural sector; including the Johne’s Disease Research Consortium (JDRC) which developed resources for the management of Johne’s disease in New Zealand and Meat Biologics Research Limited, which invested in the development of added value products from red meat and its co-products.

p. +64 4 495 8372
e. michael.pran@mia.co.nz

With a Bachelor in Accounting and Commercial Law Michael’s role within MIA includes managing finances for the Association and its affiliated entities. His proficiency in Fijian makes Michael a strong asset to the team as he also looks after the Halal recruitment for the industry and facilitation of work visas for overseas based Halal slaughtermen.

Tony is currently the Managing Director of Greenlea Premier Meats Limited.

In addition to being a member of the Meat Industry Association Council, Tony also serves as a Director of Dairy Goat Co-operative and as a Trustee of Agmardt – an agricultural and marketing research and development trust.

Tony’s previous roles include CEO for AsureQuality; CEO for AFFCO NZ and Managing Director, Marketing and Finance for Greenlea Premier Meats Ltd.

In addition to these management roles, Tony has taken on a number of Directorships at both industry and international business levels and has represented New Zealand at a number of international forums.

Willem is a shareholder and Managing Director of the Hawkes Bay Meat Company and Ovation NZ Ltd. He is also a director of Progressive Leathers Ltd, Oceania Meat Processors, Pasture Petfoods Ltd, Taylor Preston Ltd and various other related companies.

Willem is a graduate of the University of Waikato with a Bachelor of Management Studies and joined the MIA Council in 2022.

Dan took up the role of Chief Executive of Silver Fern Farms in February 2024. He is responsible for leading the company, the delivery of strategy and financial performance, and engaging with customers, staff, farmer suppliers, and shareholders.

Dan initially joined Silver Fern Farms in 2017, eventually becoming the Chief Supply Chain Officer where he led the livestock procurement, non-livestock procurement, logistics and planning functions.

Gerard is Group Managing Director at Firstlight Foods Limited. He was elected to the MIA Council at the 2022 Annual General Meeting.

Nigel is Chief Executive of AFFCO New Zealand Limited, part of Talley’s Group Ltd group of food companies. Nigel’s background includes Chief Financial Officer of AFFCO, various finance and sales related roles within the Talley’s group, and other offshore experience.

Nigel holds a Bachelor of Commerce from the University of Canterbury, and is a certified member of Chartered Accountants Australia New Zealand, and the Institute of Financial Professionals New Zealand. He is also a former trustee of the New Zealand Meat Industry Superannuation Scheme.

Arron Hoyle is a shareholder in the BX Foods group of companies and a Blue Sky Meats Director since 2017.