Who we are
Meat & Livestock Australia Limited (MLA) delivers marketing and research programs for Australia's cattle, sheep and goat producers. MLA has over 47,500 livestock producer members who have stakeholder entitlements in the company.
Vision
- Respected provider of marketing and research and development services to the Australian cattle, sheep and goat industries
Mission
- Create opportunities across the cattle, sheep and goat supply chains by optimising the return on collective investment in marketing and research and development
Strategic imperatives
- Maintaining and improving market access
- Develop and deliver industry systems that underpin product integrity
- Support industry and government to maintain and liberalise world meat markets
- Maximise market options for producers and exports in the livestock export market
- Growing demand
- Develop practices and drive programs that help industry deliver consistent and optimal eating quality
- Enhance the nutritional reputation of red meat
- Develop new products
- Aggressive promotion of beef in the domestic market
- Aggressive promotion of lamb in the domestic market
- Aggressive promotion in export markets – beef
- Aggressive promotion in export markets – lamb
- Increasing productivity across the supply chain
- Identify and deliver opportunities to increase on-farm productivity
- Identify and deliver opportunities to increase off-farm productivity and capability
- Deliver valued supply chain and market information
- Support industry to improve animal health and biosecurity
- Increase producer engagement with MLA tools and information to build capability
- Supporting industry integrity and sustainability
- Support on-farm sustainability
- Support off-farm sustainability
- Support industry to make continued improvement in animal welfare without reducing productivity levels
- Support industry’s effective engagement with the community
- Develop sustainable innovation capability within the industry and its service providers
Focus areas
- Assist industry to better integrate and sustainably deliver its on farm risk management systems (Livestock Production Assurance, National Vendor Declarations, National Livestock Identification System)
- Assist government and peak industry councils to secure free trade agreements that eliminate the current tariffs on red meat exports to Korea (currently 40%) and Japan (currently 38.5%)
- Identify high priority technical trade barriers that are impeding red meat export sales, and assist government to alleviate their impact through the provision of science and technology
- Maintain access to livestock export markets by assisting supply chains to implement and comply with Exporter Supply Chain Assurance System regulations through the provision of gap analysis, risk analysis, training and technical advice
- Increase Australian consumers’ demand for beef through compelling marketing campaigns encompassing eating quality, enjoyment and nutrition
- Create new business for Australian beef in emerging global markets by working with exporters to win at least 20 new major accounts and at least 20 large new product opportunities for branded beef
- Create incremental business for Australian lamb in domestic and global markets by increasing consumer perceptions in key markets and working with exporters to win 20 new major accounts for Australian lamb
- Create opportunities through research and extension to improve reproduction efficiency in northern beef (by five percentage points) and maternal sheep breeds (by two percentage points
- Create opportunities through genetic research and management practices to improve pasture and forage crop productivity, quality and persistence
- Create opportunities with new practices or technologies to improve labour efficiency by 5%, encompassing occupational health and safety, labour resource need and yield
- Create opportunities to improve compliance to market specifications by 3% by providing information and tools that encourage practice change on farm, such as Livestock Data Link and BeefSpecs
- Create opportunities through research to minimise the threat and impact of exotic, emerging and endemic diseases on Australian livestock enterprises
- Create opportunities through research that will deliver a 10% improvement in production efficiency through new tools and management that will decrease greenhouse gas emissions from livestock systems by up to 30%
- Create cost effective opportunities to replace, relieve and refine animal husbandry practices to continuously improve animal welfare
- Create opportunities through media, social media and events for producers and industry to engage with the community and maintain current high levels of trust (over 80%)