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
Good Meat is an online platform created by MLA on behalf of the red meat and livestock industry. It provides important information about cattle, sheep and goat production in Australia, focusing primarily on animal welfare, protecting the environment and health and nutrition.
Through a transparent approach, Good Meat informs consumers about the great work of Australian red meat producers and the high quality product they produce. Good Meat also provides a platform for red meat producers to share their story and demonstrate their commitment to best practice and continual improvement. Ultimately, Good Meat is about showing how Australian red meat is produced sustainably, in high welfare systems and is an important part of a healthy balanced diet.
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