L.MSA.2000 - Event Coordination of 2021 MSA EEQ Series
The MSA Excellence in Eating Quality Series is a biennial initiative consisting of six state-based events aiming to promote producer awareness and engagement with the MSA program.
| Project start date: | 10 June 2021 |
| Project end date: | 14 December 2022 |
| Publication date: | 24 January 2024 |
| Project status: | Completed |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle |
| Relevant regions: | National |
Summary
Quality Progress Award for showing the greatest improvement in their MSA results since the previous awards series.
The consultant provided event support services for the 2021 MSA Excellence in Eating Quality Series – a biennial initiative consisting of six state-based events. Each event was comprised of a producer forum, followed by a light dinner and awards presentation.
Objectives
The desired outcome of contracting JKECES is to ensure the successful delivery of the six events and therefore achieve the event’s objectives of:
- increase understanding of the MSA Index and connection to on-farm practices
- increase engagement with the myMSA platform
- launch the biennial MSA Beef Eating Quality Insights report.
Key findings
Six producer forums were held in February/March 2022 and recognised the best performing producers and feedlots in each state.
Benefits to industry
MSA EEQ Series are an important event to engage the MSA producers and stakeholders aiming to promote producer awareness and engagement with the MSA program.
MLA action
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.
Future research
The EEQ Series is a biennial initiative consisting of six state-based events to be held in the future.
More information
| Project manager: | Laura Garland |
| Contact email: | reports@mla.com.au |
