MSA EEQ Awards Written Case Studies

Summary

​The Meat Standards Australia (MSA) Excellence in Eating Quality awards were held throughout Australia in September and October 2019. The Awards were presented to producers who have achieved outstanding compliance rates to MSA specifications, as well as high eating quality performance, as represented by MSA Index results for MSA graded cattle during the 2017-18 and 2018-19 financial years.

Cox Inall Communications (Cox Inall) was engaged to produce a range of media including case studies of winners, media releases and speaker profiles to encourage beef producers to attend the events, and then to publicise the award winners and how they achieved outstanding rates of compliance to MSA specifications and high eating quality performance. 

The case studies highlighted the on-farm management practices of award-winning MSA producers, and how they utilised tools including feedback provided by myMSA to inform decisions and ultimately improve compliance.

Deliverables produced by Cox Inall comprised:

1. Producing 23 case studies on the winning producers: Interview producers, draft studies, manage approvals and distribute case studies
2. Producing 6 media releases announcing the Award winners for each State: Draft, manage approvals and distribute media releases
3. Producing  preview stories on producer speakers leading up to awards: Draft, manage approvals and distribute finalised media

All deliverables were delivered ahead of deadlines relevant to each event/milestone.

The result of this project was widespread media coverage of the Awards throughout Australia in all mediums – online, print and radio – and an online resource on the MLA website of all the producer case studies.