Who we are

Meat & Livestock Australia Limited (MLA) delivers research, development and marketing services to Australia's cattle, sheep and goat producers. MLA has approximately 50,000 livestock producer members who have stakeholder entitlements in the company.

Vision

To be the recognised leader in delivering world-class research, development and marketing outcomes that benefit Australian cattle, sheep and goat producers.

Mission

Working in collaboration with the Australian Government and wider red meat industry, MLA's mission is to deliver value to levy payers by investing in initiatives that contribute to producer profitability, sustainability and global competitiveness.

MLA’s Strategy

Key
success factors

Leading edge innovation

Levy payer focused

Global competitiveness

Thought leadership

Enhanced industry structures

Strategic focus

Strategic R&D partnerships

Stakeholder needs

Value chain efficiency and profitability

Building demand

Roles, responsibilities, accountability

Actions

Objectives:

  • Build industry capability
  • Increase on-farm productivity (more animals to market, sooner)
  • Develop industry leadership skills

Approach:

  • Collaborative long-term partnerships
  • Support of research organisations

Objectives:

  • To deliver strategies targeted at the needs of segments
  • To promote MLA

Approach:

  • Segmentation of levy payer by production type and geographic area
  • Development of database
  • Targeted services and communication

Objectives:

  • To maximise the value of the meat and livestock industry for the producer
  • To actively assist the live export industry

Approach:

  • Promotion of animal welfare and industry value to the nation
  • Promotion of benefits of international business units through rural media

Objectives:

  • Build industry capacity
  • Anticipate and deliver to customer demands

Approach:

  • Data-driven marketing strategies
  • Addressing consumer environmental, animal health concerns

Objectives:

  • Assist industry to deliver on the MISP 4
  • Create industry awareness of industry structures and MLA’s role

Approach:

  • Support and communication of industry structures
  • Development of aligned strategic and operational plan and reporting systems

Enablers

Internal organisational cultural change through engaged staff (improved feedback), performance management plans, effective external and internal communication, leadership, talent and succession planning.