Program announced for Adelaide’s MLA Updates 2025: Registrations now open
Meat & Livestock Australia (MLA) has unveiled the full program for its flagship annual event, MLA Updates, taking place Thursday 20 November 2025 at the Adelaide Convention Centre.
With the theme ‘Towards 2030: Driving prosperity through productivity, profitability and sustainability’, the event is designed to deliver practical insights and tools that producers can apply directly to their businesses, whether you're managing drought, navigating market volatility, or planning for long-term sustainability.
Registrations are now open via MLA Updates.
Facilitated by ABC Landline host Pip Courtney, the event will commence MLA Managing Director Michael Crowley share the opportunities for producers and industry to become more productive as the red meat industry looks ahead to 2030.
Keynote announcement: Brendan Cullen – Rural resilience in action
A Sheep Station Manager from near Broken Hill, Brendan Cullen, will share his inspiring journey overcoming drought, isolation, financial hardship and personal mental health challenges. He’ll share the lessons he learned on his journey starting to swim in his dam to successfully swimming the English Channel.
Brendan has gone on to inspire thousands as Lifeline Ambassador and Royal Flying Doctor Service “We’ve Got Ya Back” Champion. He embodies the strength and resilience of rural communities.
His keynote, ‘Rural resilience in action’, will explore the vital role of wellbeing, both physical and mental, in building a sustainable and productive future for Australia’s red meat sector. Brendan’s leadership in livestock production and his commitment to supporting the people in the paddock make him a compelling voice for the industry’s future.
Program highlights
This year’s program is built around real-world challenges and opportunities for livestock producers, especially those in South Australia who’ve faced tough drought conditions and shifting market dynamics. Here is what is in it for producers:
• Towards 2030: Red Meat Advisory Council forum – Understand how national policy and advocacy are shaping the future of livestock production and what it means for your business.
• Defending market access, driving consumer demand – Learn how MLA is working to secure trade relationships and grow demand in key markets like Asia, the Middle East and North America
• Future focus – how MLA is building a more resilient, productive and profitable red meat industry
• AI, big data and digital agriculture – Discover on-farm tech like the Australian Feedbase Monitor, drone mustering, and virtual fencing that can improve decision-making and reduce labour
• Creating new value, strengthening industry social capital – Building trust and community support
• Sustainability in practice – Learn about feed supplements, pasture systems, and methane reduction strategies that deliver both environmental and financial benefits
• Delivering value-based marketing – Hear how new tools are helping producers get paid for traits like yield and eating quality, not just weight
• Livestock resilience and genetics – Explore breeding programs like BredWell FedWell, shedding sheep tools, and multibreed genetic evaluations to improve productivity and adaptability.
Showcases of MLA’s latest initiatives
Producers will have access to hands-on demonstrations and expert advice across several hubs:
• R&D in action hub – Featuring drought resilience projects, edible shelter systems, and the new livestock transport hub
• Sustainability hub – Tools for measuring emissions intensity and soil carbon, plus updates on both the Australian Beef Sustainability Framework and Sheep Sustainability Framework
• Genetics hub – Commercial tools for breeding decisions and updates on livestock credentials
• Marketing & insights hub – Campaign resources, nutrition info, and consumer engagement strategies
• MSA hub – Objective measurement tools and feedback systems to improve carcase quality and profitability
The event will also include valuable opportunities for producers to connect directly with industry leaders and innovators throughout the day, fostering collaboration and knowledge exchange.
Additionally, the MLA Annual General Meeting will take place at 3:30pm, providing stakeholders with updates on MLA’s strategic direction and governance.
MLA Managing Director Michael Crowley said the event is designed to equip producers and stakeholders with the insights and tools needed to succeed in a rapidly evolving global landscape.
“MLA Updates is about giving producers the tools to respond, from genetics and tech to market signals and wellbeing. It’s not just talk; it’s about practical outcomes that help producers stay profitable and productive in a changing world,” Mr Crowley said.
“Whether you’re a producer, researcher, service provider, ag industry professional or simply passionate about the future of red meat in Australia, MLA Updates 2025 offers a unique opportunity to be part of the strategy that will shape our industry moving forward”
Register now at MLA Updates.
