Industry integrity
The Australian community is becoming more interested in the ethics of food production, however many Australians have not visited a farm and have little, or no knowledge of what happens on farms.
To address this, MLA has developed a program that aims to:
- Build the community's knowledge of the red meat industry.
- Tell the stories of actual red meat producers.
- Provide a real, hands-on experience.
A number of projects are underway to achieve these aims including:
Royal shows
MLA represents the beef, lamb and sheepmeat industries at Brisbane, Sydney, Melbourne, Adelaide and Perth Royal shows. In each location visitors can find out what happens in red meat enterprises, how producers care for the land and their animals, and what goes into producing red meat.
Primary Industry Education Foundation
An important platform in building knowledge is to make sure agriculture is included on the school curricula. To achieve this, MLA works collaboratively with other industry bodies, government and educators through the Primary Industry Education Foundation.
FarmDay
MLA supports the FarmDay initiative, where city families are matched with farming families to spend a day on the farm together. FarmDay is an annual event and receives extensive media coverage, which serves as a reminder to the community the importance of learning about food production.
Media
To tell the great stories of red meat producers to the Australian public, MLA works with various media outlets. In particular MLA has run a number of successful series with The Australian Women's Weekly including 'Inspiring Women of the Land', 'The Great Bush Poets' Contest', 'Celebrity City Slickers' and 'Bush Entertaining'. These series provide the opportunity to showcase some of Australia's great red meat producers and the food they produce.
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