We continue our interview with James Wilkes, Doctorate of Business Administration graduate, Otago University, about the red meat sector. Wilkes acknowledges that everyone in the sector is trying to do better, but he thinks the marketing system itself is a little outdated. He discusses his project and notes he realised it’s not about trying to flip everything overnight, but about transitioning slowly towards a better goal. Wilkes says they are trying to create some of the learnings into developing some unique marketing approaches. He notes he’s more of a marketing guy than an academic, citing his experiences of working on a WA rock lobster fishing boat, shearing teams, as well as a commercial manager for energy products.
Rural Today, January 20th 2021 at 05:19