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Meat Standards Australia
Meat Standards Australia (MSA) was developed by the Australian red meat industry to improve the eating quality consistency of beef and sheepmeat. The system is based on almost 1.2 million consumer taste tests by more than 171,000 consumers from 11 countries and takes into account all factors that affect eating quality from the paddock to plate.
MLA supports MSA program participants through creating opportunities for businesses to adopt eating quality principles.
USDA tick of approval
MSA is a United States Department of Agriculture (USDA) Process Verified Program (PVP), enabling MSA-licensed brand owners to display the USDA shield on MSA-certified beef and lamb products in America (subject to strict terms and conditions). To enquire about becoming an MSA-licensed brand or using the USDA shield, contact msaenquiries@mla.com.au.
To learn more about the program:
Phone: 1800 111 672
Email: msaenquiries@mla.com.au
Eating quality updates
World-first development in eating quality for the Australian lamb industry
Lamb processors and brand owners in Australia will be able to benchmark their product and ensure it meets their customer needs following commercial accreditation of the MEQ probe.
MSA annual outcomes report 2020-21
In 2020-21, Meat Standards Australia represented over half of the national beef production and delivered an estimated $157 million in additional farm gate returns to MSA beef producers.
2021 Australian Beef Eating Quality Insights
The results of MSA grading for over 7.1 million cattle processed during 2019-21 were analysed to understand the trends and drivers of eating quality.
MSA excellence in eating quality awards
Beef producers who consistently deliver superior eating quality beef are recognised at the MSA Excellence in Eating Quality series.
Lamb lean meat yield manual
Lean meat yield (LMY%) is an important profit driver for the lamb meat supply chain, however, increasing LMY% can reduce meat eating quality.
MSA Locator
Over 3,000 butchers, supermarkets and restaurants are licensed to promote MSA products in their business.
