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The Future Butcher: Practical AI Tools for a Changing Industry

From customer expectations to staffing shortages, rising costs and increasing competition, AI is beginning to reshape every industry, including retail meat. This practical and engaging session explores how butchers, store owners and managers can use AI today to save time, improve customer service, create marketing content, train staff, and run more efficient businesses.

Whether you're curious, cautious, or already experimenting with AI, you'll leave with practical tips and a clearer understanding of what matters, what doesn't, and where the biggest opportunities lie.

Key Takeaways How AI can save hours each week on administration and marketing Practical tools for customer communication and social media Using AI to support staff training and knowledge sharing Opportunities and risks every AI user should understand Simple steps to using AI safely and effectively How might AI change customer shopping habits The importance of customer service in an AI world

Mahsa’s journey into computing began at just seven years old, when she helped her father build a computer, an experience that sparked a lifelong passion for problem‑solving and systems thinking. That curiosity led her to doctoral study at Massey University, where she developed a pioneering hybrid machine translation system for English and Persian, integrating statistical and linguistic techniques to significantly improve translation accuracy.

Now an Associate Professor and academic leader at AUT, her recent work includes the development of the Scaffolded AI Literacy (SAIL) framework, designed to build meaningful AI capability in education, alongside advances in neural networks for sound event detection.

Beyond the university, Mahsa plays a major role in shaping New Zealand’s technology ecosystem. She serves as Chair of AI Forum NZ and holds board roles with NZTech, EdTech and the AI Research Association, contributing to national AI strategy, policy development and research direction.

A respected public voice on artificial intelligence, ethics and the future of work, Mahsa regularly appears across New Zealand media including TVNZ, The AM Show and RNZ, bringing clarity and nuance to complex technological issues.

Outside of her professional life, Mahsa competes in the Iron Māori triathlon, enjoys home renovation projects, and values restorative time with her family—believing that true innovation is sustained by balance, reflection and wellbeing.

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Richard Dawkins is a fifth generation Marlborough sheep and beef farmer, Chair of Federated Farmers Meat and Wool and is also a Kellogg Rural Leadership Programme scholar.

Richard and his family were named Marlborough Sheep and Beef Farmers of the Year and were Supreme Winners of the Cawthron Marlborough Environment Awards. He is a strong advocate for New Zealand's red meat sector and works closely with industry and government on issues affecting sheep and beef farmers across the country.

In this session, Richard will provide a 'state of the nation' update on New Zealand's sheep and beef sector, exploring the key issues, opportunities and future trends shaping the industry. He'll share insights into the challenges farmers are navigating and the outlook for red meat. With meat retailers also facing increasing pressure on margins, this session will offer valuable context on what's happening at the farm gate and what it could mean for the wider red meat supply chain.

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Julia is the Head of Nutrition at Beef + Lamb New Zealand Inc and a New Zealand Registered Dietitian. She leads the organisation’s nutrition strategy, ensuring its education, communications and industry support are grounded in credible, evidence-based nutrition science.

In this session, Julia will explore the growing use of GLP-1 medications and what this may mean for the food and red meat sectors. She will consider whether these medications represent a passing trend or a lasting shift in how consumers eat, shop and think about food, and discuss the potential implications for butchers, processors and others across the industry.

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Jayne McMillan's career in the meat industry began with a microbiology degree, followed by two years in quality assurance in Los Angeles with The Lamb Company. From there, she moved into technical projects, including weight label and grading solutions implementation and meat specifications design, before working as an ERP project consultant, bridging meat industry operations with enterprise systems.

Along the way, she added a trade butcher qualification and, most recently, a meat inspection certificate, rounding out a rare blend of scientific, technical, and hands-on credentials built over more than three decades.

Today, Jayne channels that depth of experience into two roles that sit on either side of the industry: as a Business Analyst at Emydex, a technical food solutions company, she helps translate complex operational and regulatory demands into practical systems for meat processors; and as owner-operator of The Fridge Butchery for the past eight years, she stays close to the craft and the realities of the trade she's spent her career serving.

That rare combination of technical, regulatory, and hands-on expertise recently earned her selection as a judge at the World Steak Challenge in Amsterdam, one of the meat industry's most prestigious international competitions, recognition of a career built on precision, standards, and an unwavering respect for the product.

Jayne will give us a recap of her experience as a judge at the 2026 World Steak Challenge.

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Ben Purua is a motivational speaker, award-winning dairy farmer, and respected community leader whose life story embodies resilience and redemption.

From overcoming adversity and time in prison to becoming a finalist for New Zealander of the Year, Ben has transformed his challenges into purpose. Through his ventures Kāmu tō Pāmu and FarmUpNZ, he champions Māori identity, mental wellbeing, and second chances, inspiring others to believe that their past does not define their future.

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Carolyn Young is the Chief Executive of Retail NZ. Retail NZ provides a wide range of resources, tools, advice, advocacy and partner discounts for certain Retail Meat New Zealand Members.

Carolyn will give us and update on the retail landscape as well as speak to a range of these areas to ensure you can get the best out of your Retail NZ membership.

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Brent joined the NZPork team in July 2021 as policy manager, bringing widespread experience in the primary sector to the role, prior to being appointed as NZPork Chief Executive.

Brent has a science degree from the University of Canterbury, majoring in Biology and 13 years’ experience with the Ministry for Primary Industries (MPI).

Brent's roles in MPI have included 5 years as a chief Quarantine officer with Biosecurity New Zealand and more recently as a Principal Advisor in stakeholder and industry engagement with their Public Affairs Branch.

Brent will give us an industry up date on what's happening in the pork sector.