MLA’s 2020 priorities target industry prosperity

27 June 2016

A more profitable, sustainable and globally competitive red meat and livestock industry will drive Meat & Livestock Australia’s (MLA) investment priorities over the next four years.
The priorities are set out in MLA’s new Strategic Plan 2016-2020, which will see MLA maintain a relentless focus on delivering real commercial outcomes for the industry’s beef, sheepmeat and goatmeat sectors.
Developed in collaboration with industry and the Australian Government, each of the priorities within MLA’s Strategic Plan falls within six “pillars” that include:

  1. Consumer and community support.
  2. Market growth and diversification.
  3. Supply chain efficiency and integrity.
  4. Productivity and profitability.
  5. Leadership and collaborative culture.
  6. Stakeholder engagement.

MLA Managing Director Richard Norton said the Strategic Plan sets clear targets for MLA to achieve by 2020 to underpin the growth and prosperity of the red meat and livestock industry.
“As an industry-owned service provider, MLA is charged with providing research, development and marketing services that deliver value to levy payers,” Mr Norton said.

“This new Strategic Plan sets out where MLA will be in 2020, the outcomes that will be achieved and the investment priorities over the years ahead that will deliver them.

“By 2020, MLA will be a truly global marketing and innovation company, generating higher returns for Australian red meat and livestock producers.

“MLA will also be the leading generator of commercial research and development outcomes, driving productivity gains and profitability across the value chain.

“The Plan acknowledges the need for continued community support and confidence in our industry, as well as the need to maintain industry’s success to date in increasing market access and reducing technical trade barriers.

“MLA’s Strategic Plan also identifies how we will continue to invest in research and development to improve efficiency and integrity across the value chain.

“Our recent performance review identified that MLA delivered a return of $6.20 for every dollar invested from industry levies and matching Australian Government contributions.

The Plan identifies the potential to generate more innovation outcomes for industry by leveraging more voluntary investment from commercial sources.”

Mr Norton said the Strategic Plan took account of industry trends and emerging issues, and aligned with both the Meat Industry Strategic Plan 2020 and the Australian Government’s science and research priorities.

“This Plan was not developed in isolation. MLA consulted widely and learned from the recent independent review of MLA’s performance,” Mr Norton said.

This Strategic Plan now informs MLA’s Annual Investment Plans, which outline MLA’s annual programs and the actions, key performance indicators and budgets for each. To view the full Strategic Plan, visit

For media enquiries contact:  Josh McIntosh, MLA Media Manager, p: 0404 055 490, e:

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