The Australian community is becoming more interested in the production of beef and lamb and food. However, many Australians living in major cities have little direct knowledge of what happens on farms.
To address this, MLA has developed a program that aims to:
- Support cattle and sheep industries to maintain the community’s trust in their integrity and ethics by building understanding
- Support industry to prevent consumers reducing their beef and lamb consumption for perceived environment or animal welfare reasons
- Create a human bond between cattle and sheep producers and the community
Target 100 is an initiative of Australian cattle and sheep farmers, alongside the broader industry, to deliver sustainable farming by 2020 and help Australians understand more about where their beef and lamb comes from.
The initiative outlines 100 research, development and extension projects funded by industry bodies to help continually improve practices through a website, social media and events. It is easy to get involved – find out more and read what others are doing on the Target 100 website.
MLA aims to equip and empower producers and their representatives to build industry’s reputation through social media, events and other channels. A series of workshops and online tutorials have been created on using social media with more than 100 producers participating in training courses to date.
This producer advocacy support includes the Influential Women's training, a two day program to teach rural women how to share their story and promote their industry to local audiences as well as urban communities.
MLA also sponsored three beef Young Farming Champions in 2012 who underwent extensive training on advocating their industry, in particular to school groups.
Sustainability events program
MLA sponsors several major events and festivals to connect with inner city foodies and discuss issues of sustainable beef and lamb production. Sponsorship of these festivals - the Taste of Sydney, Taste of Melbourne, TEDx Sydney and Sydney Festival - enabled industry to take messages of sustainable beef and lamb production to more than 40,000 people. Participation in the National Sustainable Food Summit allows producers and industry to speak directly to key influencers food security and environmental issues.