About MIA
About MIA
The Meat Industry Association of New Zealand Incorporated (MIA)is a voluntary trade association representing New Zealand meat processors, marketers and exporters. It is an Incorporated Society (owned by members) that represents companies supplying virtually all of New Zealand sheepmeat and beef exports.
MIA member companies operate more than 60 slaughter and further processing plants employing 25,000 people throughout the country. The plants process around 22.9 million sheep and 4.6 million cattle annually. Ninety percent of this production is processed into value-added products. Over a million tonnes, or 86 percent of total production, is exported to more than 110 overseas destinations.
The Association advocates on behalf of its members and provides advice on economic, trade policy, market access, employment relations, business compliance costs and technical and regulatory issues facing the industry, with a particular focus on:
- Food safety trends and developments in importing countries
- Economic and trade aspects of market access to key overseas markets
- Major public policy proposals that could impact industry operations.
Our strategy
Vision
A productive, innovative, and value-adding red meat industry that continues to thrive and proposer in a dynamic environment.
Mission
To provide leadership, tools, and a strong, credible voice to help ensure a vibrant and profitable red meat industry
Areas of strategic focus
- Trade and market access – ensuring members maximise returns from global markets by opening doors, protecting and improving market access conditions.
- Government policy and regulation – ensuring these are fit for purpose, facilitative, cost effective and avoids negative consequences that could impact the future of the industry
- Communication and advocacy – ensuring New Zealanders understand and appreciate the valuable and positive role the sector plays in our economy and society
- People and skills – ensure the industry has access to the right people, training, and health and safety practices so it can continue to operate more efficiently and safely at optimum levels
- Innovation – ensuring the industry has access to the best R&D and science innovations to achieve its aspirations and potential
- Biosecurity – ensuring New Zealand’s biosecurity readiness and response settings are robust and able to protect against and/or manage an incursion
- Business administration – ensuring MIA continues to have the systems, people and capability to efficiently deliver on its vision and mission.
What we do
The success of our members matters to New Zealand and New Zealanders. We’re passionate about ensuring our members have the tools they need to succeed.
The Team at MIA:
- Provides a collective voice for New Zealand’s red meat processors, marketers, and exporters
- Acts as an interface between industry, government and industry stakeholders
- Builds strong relationships with international and national counterparts to support constructive and open relationships with New Zealand government.
- Coordinates industry-good services, including innovation as well as research and development
- Coordinates the national recruitment of halal butchers, as well as organisations with industry halal certification contracts
- Facilitates policy development on trade, market access, industrial relations, compliance costs, environmental, animal welfare, technical, and regulatory issues
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Our People
Our team
We are proud of the calibre of the staff who work for the MIA and the level of expertise they offer our members.
Sirma Karapeeva
Chief Executive Officer
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).
Stephanie Fathers
Executive Assistant
p. +64 4 495 8375
e. Stephanie Fathers
Stephanie joined MIA in April 2024, bringing over nine years of experience as an EA at MPI. Much of her career was spent supporting the Director of Forestry and Land Management at MPI, where she honed her skills in supporting senior leaders and their teams.
Before her role as an EA, Stephanie worked alongside clients as an Account Manager in the design and advertising industry. She also served as a Client Liaison for a construction firm, where she developed strong client relations and project management skills. Her diverse background has equipped her with a comprehensive understanding of client needs and effective project coordination skills.
Leigh Coleman-Shaw
Manager Strategy & Advocacy
p. +64 (0) 27 847 0100
e. leigh.coleman-shaw@mia.co.nz
Leigh joined the MIA as Manager, Strategy and Advocacy, in July 2024 after a career in central government working in strategic communications, engagement, media management, strategy, and leadership and governance.
She brings a wealth of expertise in collaborating with a wide range of people and organisations including media, Ministers, public sector and industry senior leaders as well as technical experts and the public.
With experience in working on high-profile and challenging issues across government agencies and ministerial portfolios, she has experience navigating government processes and developing practical and pragmatic solutions to complex challenges our sector and the country are facing.
Ashlin Chand
Manager Policy and Trade
p. +64 4 887 4814
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.
Natasha Watzdorf
Specialist Advisor: Technical and Regulatory
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.
Matt Conway
Policy Analyst
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.
Chris Houtson
Principal Policy Advisor
Christopher Guy
In-house Legal Counsel
p. +64 4 495 8371
e. christopher.guy@mia.co.nz
Christopher joined MIA as In-house Legal Counsel in July 2018.
Richard McColl
Science and Innovation Manager
p. +64 (0) 21 742 516
e. richard.mccoll@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.
Kaylene Larking
Partnership Manager
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.
Michael Pran
Accountant
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.
Yawei Wang
Strategic Marketing Manager
The Council
The MIA is governed by a Council of nine member executives plus an independent chair.
Nathan Guy
Independent Chair
Nathan was elected Independent Chair from 1 August 2022. He served in Parliament for 15 years and was Minister for Primary Industries for five years.
Nathan is also Independent Chair of Apiculture New Zealand.
Peter Conley
Peter is the Chief Executive of ANZCO Foods Limited and has been a Council member since April 2017. Peter has worked in various roles at ANZCO Foods since 1991.
Tony Egan
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 Sandberg
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, 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 Boulton
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 Hickey
Gerard is Group Managing Director at Firstlight Foods Limited. He was elected to the MIA Council at the 2022 Annual General Meeting.
Fred Hellaby
Fred is the Managing Director of Wilson Hellaby Limited which includes Auckland Meat Processors Ltd and PVL Proteins Ltd. He is also a Director of Farmlands Mathias Ltd and the Auckland Regional Chamber of Commerce.
Fred has been an MIA Council member since February 2009. He is the Chairman of Beef and Lamb Incorporated and the New Zealand Chamber of Commerce.
Willie Wiese
Willie is the Chief Executive of Alliance Group Limited. Willie joined the Council following his appointment to Alliance Group in February 2023.
Willie was previously the General Manager Processing at Alliance, and is a highly capable executive with a proven track record across his career.
Nigel Stevens
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.
Barriers to International Trade
Gain an in-depth understanding of the complex and evolving trade and tariff environment that New Zealand’s red meat processors and marketers operate in when exporting to over 110 countries.