MLA’s community programs help foster the prosperity of the Australian red meat and livestock industry and are designed to demonstrate that our producers are ethical and responsible custodians of livestock, land and natural resources.
Each program highlights how Australia sets the standard for world-class animal health, welfare, biosecurity and production practices. They also demonstrate leadership in sustainability and deliver on community expectations in the areas of land, water, biodiversity and climate variability.
To ensure the community recognise the vital role our industry plays in food production and trust us to deliver high value, high quality products and feel good about eating red meat.
Community programs are delivered across four streams under the Australian Good Meat brand.
- Community education – providing trusted information and targeted communications through a dedicated online platform (goodmeat.com.au) and its associated social media channels to inform consumers about the production of red meat and livestock in Australia.
- Community engagement – strategic partnerships with targeted community events to inform consumers about the provenance of Australian red meat, enhance community confidence in the industry and promote red meat consumption by sharing red meat’s versatility.
- School education – engaging schools and teachers through the development of teaching resources on red meat and livestock production which align with the national curriculum.
- Building capacity through advocacy - producer advocacy underpins the community programs strategy. Red meat producers and industry advocates participate in all three communication streams to build awareness, understanding and appreciation of the Australian red meat and livestock industry.
Most importantly, over the last decade, MLA has been conducting annual research to help us understand the Australian community's perceptions of the red meat industry. MLA uses these insights to inform the way we continue engaging with the community and share the story of Australian red meat from paddock to plate. Access the 2020 report, infographics and videos here.
Facilitatingproducers’ and industry advocates’ participation in each of the above communication streams builds awareness and provides an understanding and appreciation of the Australian red meat and livestock industry.
MLA’s advocacy program aims to promote a collaborative, united livestock sector by providing opportunities for red meat producers and industry stakeholders to represent the red meat industry through positive and effective community engagement.
It’s important for the industry to provide trusted, authentic and targeted information about red meat production to consumers who are becoming more interested in how their food is produced. Industry advocates sharing ‘the story of red meat’ creates an authentic dialogue where producers debunk many of the ‘untruths’ which surround the red meat livestock industry.
Earlier this year MLA introduced the Livestock Leaders initiative, which is hosted on behalf of MLA by The Livestock Collective. Livestock Leaders is a professional development workshop aimed at building capacity of those currently working in the red meat supply chain to be future leaders, influencers and advocates of the Australian red meat industry.
To learn more visit https://livestockleaders.com.au/
Got a question about MLA’s community programs?
MLA Community and Industry Engagement Manager