Promoting the Industry

The Australian community is becoming more interested in the production of beef and lamb and food. However, many Australians living in major cities have little direct knowledge of what happens on farms.

To address this, MLA has developed a program that aims to:

  • Support cattle and sheep industries to maintain the community’s trust in their integrity and ethics by building understanding
  • Support industry to prevent consumers reducing their beef and lamb consumption for perceived environment or animal welfare reasons
  • Create a human bond between cattle and sheep producers and the community 

Target 100

Target 100 is an initiative of Australian cattle and sheep farmers, alongside the broader industry, to deliver sustainable farming by 2020 and help Australians understand more about where their beef and lamb comes from. 

The initiative outlines 100 research, development and extension projects funded by industry bodies to help continually improve practices through a website, social media and events. It is easy to get involved – find out more and read what others are doing on the Target 100 website

Producer advocacy

MLA aims to equip and empower producers and their representatives to build industry’s reputation through social media, events and other channels. A series of workshops and online tutorials have been created on using social media with more than 100 producers participating in training courses to date. 

This producer advocacy support included the Influential Women's training, a two day program to teach rural women how to share their story and promote their industry to local audiences as well as urban communities. 

MLA also sponsored several beef Young Farming Champions over three years. They underwent extensive training on advocating their industry, in particular to school groups.