MLA champions World Iron Awareness Week 2025 with global campaign to highlight the gender nutrition gap
Meat & Livestock Australia (MLA) is launching a domestic and international communications campaign for World Iron Awareness Week, running from 13–19 October 2025, to spotlight the vital role of red meat in supporting health across all life stages.
This year’s campaign builds on MLA’s Gender Nutrition Gap initiative, which revealed that Australian women consume 35% less red meat than men, averaging just 47.8g per day, which is well below the 65g recommended by the Australian Dietary Guidelines.
This shortfall places women at increased risk of iron deficiency, fatigue, and poor immune health.
MLA’s Group Manager for Food and Nutrition, Monique Cashion, says the campaign is focused on empowering women to make informed dietary choices.
“Iron Awareness Week is a powerful opportunity to continue the conversation we started with the Gender Nutrition Gap campaign,” Ms Cashion said.
“We know women are consuming less red meat than recommended, and this has real implications for their health. Through targeted education and engaging content, we’re helping women make informed choices to support their wellbeing at every life stage.”
Iron deficiency is one of the most common nutritional challenges facing Australian women and teenage girls, and red meat is uniquely positioned to help address this due to its superior absorption compared to plant-based sources.
The campaign also highlights how red meat supports women’s health during key life stages such as pregnancy, menstruation, and perimenopause, when nutritional needs are elevated. Including red meat in meals alongside vegetables not only boosts nutrient intake but also improves absorption, helping women maintain energy, cognitive function, and muscle mass.
Despite 81% of women being aware of dietary guidelines, many are still falling short of recommended intake. While most recognise red meat as a source of iron and protein, fewer understand its specific benefits during critical life stages.
“We often see women deprioritising their own nutrition, whether they’re planning for families or juggling career and life commitments,” Ms Cashion said.
“Iron deficiency can lead to fatigue, brain fog, and increased vulnerability to illness. Red meat is one of the most bioavailable sources of iron, and it’s especially important during life stages when women’s nutrient needs are higher.”
Australia’s red meat exports supporting global nutrition
Australia continues to be a leading exporter of high-quality beef, lamb, mutton, and goat meat, with significant volumes reaching markets across Southeast Asia, the Middle East, and North Africa.
In September 2025, Australia exported 14,810 tonnes of beef to Southeast Asia, a 2% increase from August. Lamb exports to the region also rose, reaching 23,309 tonnes, up 4% month-on-month.
Exports to the Middle East and North Africa (MENA) region also saw strong growth. Australia exported 4,204 tonnes of lamb to MENA in September, a 12% increase from August, while mutton exports to the region reached 4,220 tonnes, up 26% from the previous month.
“Australian red meat is helping lift iron, protein and zinc intakes in countries where nutritional deficiencies are common. It’s a powerful example of how our industry contributes to global health, not just domestic wellbeing,” Ms Cashion said.
These exports are not only helping meet rising consumer demand but are also playing a role in addressing global nutrition challenges.
By providing access to bioavailable sources of iron and high-quality protein, Australian red meat is supporting healthier populations and reinforcing the importance of sustainable, nutrient-rich food systems.
Campaign activities
MLA has a series of activities planned throughout the week that will highlight the importance of iron intake for all people across the globe.
Within Australia, Australian Good Meat will feature a series of informative content across its website and social media channels.
MLA’s marketing brands Australian Beef and Australian Lamb will advertise the importance of red meat as a source of iron.
Information will also be communicated to producers, stakeholders and the media through MLA’s website, social media and newsletters.
Across MLA’s international markets, including in Korea, Japan, Southeast Asia and the United States, MLA is conducting a series of events, social media campaigns, and outreach programs during the week.
The aim is to empower individuals with the knowledge and tools to make informed choices and safeguard their health.
MLA encourages Australians to explore healthy recipes and practical tips via the MLA Healthy Meals website, and to follow campaign updates across social media platforms.
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