E.RMA.0001 - Ambassadors for the Red Meat Industry FY22

Summary

This project delivered a range of activities to build a network of Ambassadors for the Red Meat Industry from within the Australian red meat industry supply chain. Industry stakeholders are invited to apply to attend a two-day workshop to develop shared values communication skills to improve engagement with the community.

A total of six workshops were held over the year to develop Ambassadors who are well informed and can speak across a range of industry topics, such as care for the environment and livestock to produce healthy nutritional red meat for consumers. Once trained, the Ambassadors joined an alumni group to:
- leverage positive sentiment toward the industry
- promote industry credentials
- generate more visible positive discussion in online forums, and address any misinformation where it is presented to our target audience
- maximise engagement with the broader community outside the red meat industry.

Objectives

Build industry stakeholders communication skills to leverage positive sentiment toward the industry; promote industry credentials; generate more visible positive discussion in online forums, and address any misinformation where it is presented to our target audience, and improve engagement with the broader community beyond the red meat industry.