Dr Morell has led an international recognised research effort to understand the basic genetic processes underpinning the synthesis of cereal starches, providing a rational basis for the engineering of cereal crops to deliver end product quality enhancements and benefits for human health. Through patenting key discoveries, opportunities have been generated for Australian industry to capture competitive advantage. The development of Barleymax TM, a novel barely with high dietary fibre content, led to commercialisation of novel breakfast cereals with strong consumer adoption. Partnerships with industry to deliver an extensive pipeline of grain quality modification technologies have also been developed.