Forget tradition and focus on profitability. That's one of the key messages from livestock and genetics industry innovator, Tom Bull, who sits down with The Weekly Grill podcast host Kerry Lonergan this week for a chat.

The high profile Holbrook, NSW lamb genetics provider is a regular speaker at beef industry gatherings across the country, providing an 'outsiders perspective' on approaches to genetic and business development.

In their discussion today, the pair touch on the progress in marbling in lamb and what high-end lamb consumers are looking for, progress in lamb lotfeeding, the potential for greater lamb exports into the US, and future opportunities in Europe for red meat, under new Free Trade Agreements.