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Paul Levins

Xinova Executive Vice President

Xinova speaks at the Animal Protein 2022 conference in Bangkok held on 16 and 17 January.

The event was chaired by David Hughes, Emeritus professor of Food Marketing at the London School of Economics and had in attendance, about 200 industry executives from across Asia. Topics included: how online sales are influencing animal protein industries; consumer trends; doing business in China and of course innovation in the sector where I spoke on behalf of Xinova on our relationships in the food industry, the role that our major Partners like Pepsi and Meat and Livestock Australia (MLA) are playing in leading the way in innovation in the food industry and the types of projects we are working on in the red meat industry. These include increasing meat yield, the reduction of dirt and manure on the hides of cattle in feedlots; and innovation in tagging and tracking of animals amongst other work.

It was clear that with MLA we are working with one of the leading innovators in the red meat sector globally. The other observation I would make is the high level of interest in our innovation model and the limited amount of investment in innovation in the animal protein market (as percentage of earnings).

The conference is run each year and will be held again in January 2018.

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Our Worldwide Locations


311 ½ Occidental Ave S
Suite 300
Seattle, WA 98104
+1 (206) 800-2678


Xinova Japan GK
Yaesu Mitsui Building 6F
2-7-2 Yaesu, Chuo-ku
Tokyo 104-0028 Japan


Xinova Innovation (Beijing) Consultancy Co. Ltd.
Room 2494, Level 24, Tower 3
China Central Place
77 Jianguo Road
Chaoyang District
Beijing, 100025 China


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#08-06/08 Gateway West 
189720 Singapore
+65 6408 5080


Xinova Korea
10th floor, Golfzone Tower
735, Yeongdong-daero
Seoul 06072, Korea
+82 2 6952 8840


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Suite 1, Level 18
227 Elizabeth Street
Sydney NSW 2000 Australia
+61 2 8093 4850


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Survey No 414
PSR Complex
Govinda Reddy (GR) Layout
Bannerghatta Road
Karnataka, 560076, India


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FI-00130 Helsinki

Affiliate offices in Tel Aviv & Vienna