Meat & Livestock Australia delivers five-year Strategic Plan to drive productivity, profitability and sustainability

Meat & Livestock Australia (MLA) has released a bold new vision to lift the Australian red meat and livestock industry’s productivity, profitability and sustainability with its new Strategic Plan 2030.

MLA’s Strategic Plan 2030 sets out its investment focus across marketing and innovation for the $81 billion red meat industry over the next five years. The plan is the result of a year-long, nation-wide consultation process with producers, peak industry bodies, supply chain partners, government, research and development corporations, and other stakeholders.

According to Meat & Livestock Australia's Managing Director, Michael Crowley, “Productivity and profitability will underpin the sustainability and prosperity of our great industry,” Mr Crowley said.

“By focusing on value creation and capture along the supply chain, we will deliver benefits that translate into profitability for the production sector.”

Ongoing commitment to reducing emissions

Mr Crowley emphasises that MLA’s Strategic Plan 2030 remains aligned to the wider industry’s strategic plan – Red Meat 2030. Red Meat 2030 has updated the industry’s goal from carbon neutral by 2030 (CN30) to ‘contributing to Australia’s net zero ambitions’, which moves the industry into alignment with the Australian Government’s 2050 commitments.

“The red meat industry set its CN30 goal in 2017 before the government had established its climate goals. It drove investments of more than $100 million into sustainability projects,” Mr Crowley said.

“Our research, innovation and investment has paid dividends, and we won’t be slowing down. With the backing of our red meat industry bodies, MLA will continue our focus on reducing emissions and reducing emissions intensity per kilogram of production.” 

According to a CSIRO study, the red meat industry has reduced net greenhouse gas emissions by almost 78 per cent, against the 2005 baseline*. 

“Reaching CN30 was dependent on the right levels of investment and policy settings, we now know we need more time, more support and more investment to reach our goal,” said Mr Crowley.

“We will keep pushing forward to reach our sustainability goals. It’s what our producers, our community and our customers demand.

“Productivity-led sustainability will ensure we can grow the herd and flock while delivering positive environmental outcomes. We will continue to invest in carbon storage and emissions avoidance initiatives. Additional leverage will be achieved through our partnership with Zero Net Emissions for Agriculture CRC.”

MLA’s Strategic Plan 2030 will accelerate investment in practical, science-based solutions, such as tools and calculators that help producers lower emissions and improve productivity. It also includes projects focused on land management strategies to build climate resilience.

In the first year of the Strategic Plan, MLA will invest more than $24 million in environmental sustainability projects. This will include research into the biogenic methane cycle which will assist producers to improve emissions measurement and support on-farm changes that deliver both economic and environmental value. MLA will continue to invest in methane as a genetic trait, feed supplements that reduce emissions, pastures that improve productivity and reduce emissions intensity, technology that reduces the costs of measuring soil carbon storage.

Delivering value-based marketing

Creating and capturing value is central to MLA’s vision for a more profitable red meat industry.

MLA will deliver tools that support a value capture model, where market signals reflect objective measurement of traits like yield and eating quality with the addition of brand specifications. Two-way data flow will ensure producers receive clear pricing signals from the market with pull through demand driving production changes. This also enables producers to feedforward credentials that support the value of livestock that deliver traits values by the market.

“Delivering value-based marketing will be a game-changer for our industry,” Mr Crowley said.

“The industry has made leaps and bounds with delivering premium products to customers and consumers around the world and value-based marketing offers an opportunity to accelerate that further and drive greater returns through the value chain and in particular to livestock producers.”

Establishing multibreed genetic evaluation and livestock credentials

The new Strategic Plan recognises that animal genetics are at the centre of a productive, profitable and sustainable industry. MLA will invest in tools to support smarter, data-driven breeding decisions. These innovations will improve productivity, eating quality and livestock resilience while supporting profitability and market performance.

By combining modern genetics with advanced traceability, MLA is positioning Australia as a global leader in sustainable, high-quality livestock production.

Driving demand through marketing, market access and social capital

Australian red meat exports had a record-breaking year in 2024. More than $20 billion of product was exported. Australia was the world’s second largest beef exporter and its largest sheepmeat and goatmeat exporter. Australia is also the world’s largest live exporter of cattle and sheep.

MLA’s Strategic Plan 2030 will continue to drive market opportunities both domestically and internationally by aligning with global trends in health, wellness, sustainability and animal welfare.

Domestically, MLA will focus on consumer-led campaigns that allow the red meat industry to adapt to Australia’s growing and diverse population. A key focus will be working with retailers and food service as well as targeting younger Australians.

Internationally, MLA will target high-growth markets across Asia, the Middle East, the European Union and other emerging regions while growing key markets such as Japan, South Korea and North America.

Live export will focus on securing long term trade relationships in key markets and will explore market growth opportunities in new and emerging markets.

“MLA is working in partnership with industry and government to improve trade access and ensure Australian red meat continues to be recognised for its high quality and safe production and to unlock new market opportunities,” Mr Crowley said.

Investing in our industry’s people

MLA will invest in the industry’s people to ensure a skilled, safe and effective workforce. This includes specific initiatives on developing the workforce of the future, improving workplace health and safety on-farm, enhancing industry leadership and MLA’s commitment to meaningful reconciliation with Aboriginal and Torres Strait Islander peoples.

“Our people are our future, and our investments reflect that,” Mr Crowley said.

Mr Crowley said the plan was built in broad consultation with industry and detailed how MLA’s investments in research, development and marketing would provide direct benefit to the value chain and producers between now and 2030.

Summary

According to Mr Crowley, MLA’s Strategic Plan 2030 is firmly focused on industry priorities for the next five years.

“MLA received thousands of responses through face-to-face events and online feedback. It is a plan built by industry for industry, with a firm focus on our future markets and customers,” he said.

“This input helped us refine our direction and ensure our priorities align with the industry plan, Red Meat 2030.

“Our vision is for a prosperous and sustainable industry underpinned by productivity and profitability. We’re prepared to be innovative to reach this goal. Our members expect that from us,” he said.

To view the MLA Strategic Plan visit: MLA 2030 Strategic Plan