Community Engagement Program Strategy

Summary

Part of the function of MLA is to promote the value of environmental stewardship and animal welfare to the community and thereby cementing the social license of the Australian red meat industry in line with the MISP 2020 and the MLA Strategic plan. Target 100 has played a part of this role since 2011 feel that it is time to review the program to ensure its relevance and impact. Australian cattle and sheep farmers from across Australia are the underpinning of Target 100 and through their achievements they are demonstrating the commitment of industry to being more sustainable. In response to a change in community focus, the retail environment and the increasing pressures around red meat production, MLA need to evaluate the impact of Target 100, the value of the brand and the cost / benefit of retaining the current model verses rebranding and relaunching as a new entity.