The community has high expectations about the way both livestock and the environment are managed through farming and production practices. To ensure a prosperous red meat and livestock industry it’s important that the community has confidence in our industry and its practices. We can help to achieve this by consistently demonstrating how we are meeting community expectations around these topics.
MLA’s Community Communication program proactively promotes the industry’s credentials under the Australian Good Meat brand – generating robust, evidence-based information focused on our world-class animal health and welfare, demonstrated leadership in environmental sustainability, and the role of red meat in a healthy lifestyle. To enable our stakeholders with easy access to this information Australian Good Meat focuses primarily on digital communications.
Since 2010 MLA has been conducting annual research to help us understand the Australian community's perceptions of the red meat industry. We use these insights to inform our community messaging in sharing the story of Australian red meat from paddock to plate. For details on the 2022 community sentiment research see Community sentiment research.
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 three 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 – targeted community programs to inform consumers about the provenance of Australian red meat and the positive production practices that produce our nutritious products.
- School education – providing an engaging suite of curriculum-aligned school education resources and programs that utilise red meat industry content to educate students about red meat from the paddock to the plate.
An extensive series of short, engaging videos shared widely on social media that play an integral role to show how Australian red meat producers care for their animals, their land and the environment, and what they are doing to contribute to the climate solution.
Short animations designed to educate about sustainable red meat production, the red meat industry’s carbon neutral goal, the role of cattle and the natural carbon cycle, how the red meat industry can be part of the climate solution and plant-based meat. Available on the Australian Good Meat website or via the Red Meat Green Facts resources page.
Australian Good Meat’s Smart Farming virtual classroom has been educating Australian primary school students for over twelve years and is one of our most popular and effective school education programs.
This free, interactive and curriculum-linked program brings a red meat producer into the classroom for students to engage via a livestream session. Each 30-minute session is facilitated by a qualified teacher and includes student quizzes and Farmer Q&A chat time. The sessions are supported with pre and post learning via activity sheets and a Kahoot program, along with vocabulary key word lists.
Hosted at regular intervals across the school year, the virtual classroom is tailored for both lower and upper primary students with these classes on offer:
Farm Life (F-2 class)
Provides lower primary students with an introduction to farming, life on the farm, who works on the farm and how to care for the animals.
The Sustainable Farm (Year 3-6 year bands)
Explores how farmers care for their environment and their animals along with the benefits that come with using sustainable farming practices.
Technology on the Farm (Year 3-6 year bands)
A focus on how farming technology has changed over time, the types of technology farmers now use and how these technology advances improve a farming business.
Learn more about Smart Farming Virtual Classrooms at www.mlavirtualexcursions.com