Company overview

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
• Growing demand
• Increasing productivity across the supply chain
• Supporting industry integrity and sustainability

Improving market access

1. Develop and deliver industry systems that underpin product integrity
2. Support industry and government to maintain and liberalise world meat markets
3. Maximise market options for producers and exports in the livestock export market

Growing demand

1. Develop practices and drive programs that help industry deliver consistent and optimal eating quality
2. Enhance the nutritional reputation of red meat
3. Develop new products
4. Aggressive promotion of beef in the domestic market
5. Aggressive promotion of lamb in the domestic market
6. Aggressive promotion in export markets – beef
7. Aggressive promotion in export markets – lamb

Increasing productivity across the supply chain

Supporting industry integrity and sustainability

1. Support on-farm sustainability
2. Support off-farm sustainability
3. Support industry to make continued improvement in animal welfare without reducing productivity levels
4. Support industry’s effective engagement with the community
5. Develop sustainable innovation capability within the industry and its service providers

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